LG is taking a more personal approach to smart home technology in Southeast Asia by turning a product showcase into a staged home experience. Through its “Housewarming by LG” campaign, the company is presenting AI-enabled appliances in spaces that feel closer to everyday living than to a conventional exhibition booth.
The campaign is being rolled out in stages across Vietnam, Thailand, and Indonesia. It opened in Ho Chi Minh City on 19 May, moved to Thailand on 4 June, and then arrived in Indonesia on 23 June 2026.
Rather than displaying devices in isolation, LG designed the venue to resemble a real house. Visitors can move through a kitchen, a family room, and a dressing area to see how the products fit into daily routines.
In the kitchen area, LG highlights a refrigerator with a water dispenser, ice maker, Craft Ice, and shaved ice features. The setup is meant to support the preparation of Korean food and drinks in a more practical way.
The family room combines an air conditioner and an air purifier to help maintain a comfortable atmosphere. LG also included StanbyME 2, a portable screen positioned for both home entertainment and exercise activities.
AI features aimed at everyday routines
One of the main highlights is the LG WashTower™, which uses AI to analyze laundry weight, dirt level, and fabric type automatically. LG says the system helps deliver a more optimal washing process based on those conditions.
LG Styler is also part of the display, with a focus on clothing care and personal styling needs. Together, the two products reflect LG’s push toward home solutions that are not only intelligent, but also practical for regular use.
Jaeseung Kim, Regional CEO of LG Electronics Asia Pacific, said Southeast Asia matters to the company because of the region’s strong interest in Korean culture. He added that LG wants to create a more familiar experience while showing how its concept of Affectionate Intelligence can understand and adapt to users’ lifestyles.
Korean lifestyle cues in the showcase
The campaign also uses visual and lifestyle cues inspired by Korean culture. Two public figures, MINHO and Shin Ye-eun, were brought in to represent two different home concepts.
MINHO reflects an active and social home environment inspired by running trends and dynamic daily activity. Shin Ye-eun presents a quieter and more personal setting, linked to K-Wellness aesthetics.
Although the two spaces look different, both communicate the same idea: AI can adjust to user needs in a more personal way. LG says its home appliances are designed to follow the rhythm of modern life so daily activities feel more comfortable.
To extend the campaign beyond the physical venue, LG is also preparing behind-the-scenes content and event highlights through YouTube and its official social media channels. That approach positions Housewarming by LG as more than a product display, while connecting home technology with cultural trends that are currently resonating across Southeast Asia.
Source: www.suara.com
