LG used Housewarming by LG in Jakarta to show that a smart home can feel personal, warm, and closely tied to everyday life. The event placed AI Home and the LG ThinQ ecosystem at the center of the experience, with a strong K-Lifestyle touch designed to resonate with Indonesian audiences.
Rather than presenting technology as a standalone product showcase, LG framed the home as a place where convenience, wellness, and routine come together. That approach was reinforced by the presence of Korean actress Shin Ye Eun, who helped introduce the concept through an experience inspired by K-Wellness.
A smart home built around daily habits
At the event, LG Electronics Indonesia highlighted that the house is more than a physical space. The company positioned innovation as something that should live inside daily routines, from caring for clothes to preparing meals and spending time with family.
LG Electronics Indonesia President Ha Sang-chul said Indonesia is a strategic market for the company. He also noted that LG has grown with Indonesian consumers for more than 35 years while continuing to deliver innovations that match local needs.
According to Ha Sang-chul, the country’s strong connection with Korean culture also helped shape the Housewarming by LG concept. K-pop, Korean dramas, and Korean lifestyle trends have created an emotional bond that LG is now translating into its home experience.
Shin Ye Eun introduces the K-Wellness angle
Shin Ye Eun guided guests through the idea of a home that supports recovery and comfort after a busy day. Her presentation focused on how simple household activities can become part of a healthier and more relaxed lifestyle.
She pointed to the value of technology that helps reduce daily effort, giving people more time for themselves and for meaningful moments with others. In her view, a comfortable home is one that adapts to its residents rather than forcing them to adapt to the technology.
The message aligned with LG’s broader effort to make smart living feel approachable. By combining a public figure associated with Korean culture and a practical home narrative, the company aimed to connect emotion with function.
Interactive zones showed the concept in action
LG divided the experience into interactive zones to make the idea easier to understand. Two of the main areas were Outer Wellness and Kitchen & Home Café.
In Outer Wellness, visitors saw the LG WashTower and LG Styler as part of a clothing-care routine linked to personal wellness. The setup suggested that looking after clothes can also be seen as part of looking after oneself.
The kitchen area featured the InstaView Multi Door refrigerator, the LG NeoChef Microwave Grill Inverter, and the LG StanbyME 2. These products were presented as tools for cooking and home entertainment within a single living space.
The arrangement showed that LG wants its devices to fit familiar habits rather than replace them. The focus stayed on practical use, not on technology for its own sake.
Affectionate Intelligence pushes the home experience further
LG also used the event to introduce its concept of Affectionate Intelligence. The idea refers to technology that is not only smart, but also able to understand what users need.
That direction suggests a more personal future for home devices, where the house can adjust to the people living in it. In LG’s presentation, smart living was not defined by complexity, but by how naturally it fits into everyday life.
With Shin Ye Eun’s appearance, the K-Lifestyle element gave the event a familiar cultural context for Indonesian visitors. Combined with the showcased appliances and the AI Home message, the company presented a version of smart living that is meant to feel modern, useful, and close to home.
