LG is bringing a home-style experience to Southeast Asia through “Housewarming by LG,” and Indonesia is part of the rollout beginning 23 June 2026. Rather than presenting appliances as static displays, the company is shaping the event around a lived-in home environment built to show how AI can fit into daily routines.
The concept reflects LG’s view of Southeast Asia as a market familiar with South Korean culture. Interest in K-Pop, K-Drama, and modern Korean lifestyles forms an important backdrop for the pop-up experience.
A pop-up that feels like a real home
Housewarming by LG is being staged in phases across Vietnam, Thailand, and Indonesia. The first stop opened in Ho Chi Minh City, Vietnam, on 19 May 2026, before the experience moves on to the other countries in the region.
LG designed the space to resemble an actual residence rather than a conventional showroom. Visitors are guided through areas such as the kitchen, living room, and dressing room to see how smart devices work in everyday situations.
In the kitchen, guests can try making Korean food and drinks with LG’s smart refrigerator. The unit includes a water dispenser, ice maker, and Craft Ice feature.
AI framed as part of daily comfort
The living room section brings together LG’s air conditioner and air purifier in an integrated setup. The combination is meant to help maintain a comfortable temperature and better air quality indoors.
LG also includes StanbyME 2 in the experience. The device is positioned for entertainment, home exercise, and relaxation, with a flexible use concept that matches different household needs.
The broader message is not just about showing products. LG wants visitors to experience how AI can blend into routine activities inside the home.
Affectionate Intelligence at the center
A key theme in the campaign is Affectionate Intelligence. LG uses this AI approach to understand user habits and adapt to them through its smart home devices.
One example is LG WashTower, which can analyze laundry weight, dirt level, and fabric type to determine the most suitable washing cycle. LG Styler is also featured as a modern clothing-care solution.
Through these products, LG positions AI as more than a technical feature. The company presents it as part of the comfort and convenience of everyday life at home.
Korean identity brought forward through familiar faces
To reinforce the South Korean identity of the campaign, LG worked with MINHO and Shin Ye-eun as representatives of two different lifestyle directions. Both reflect home settings connected to younger Korean consumers, but each highlights a different mood.
MINHO represents an active home inspired by exercise routines and a dynamic lifestyle. The concept also connects with the running trend that is currently popular in South Korea.
Shin Ye-eun presents a more personal and aesthetic home environment. Her version draws from K-Wellness and a calmer way of living.
LG places both figures within the same vision: AI that supports modern living in a more personal way. The company is also extending the campaign beyond the physical pop-up through digital content on YouTube and social media.
Those digital materials will include behind-the-scenes footage and highlights from visitor experiences at each Southeast Asian location. That approach is meant to carry the Housewarming by LG concept beyond the venue and bring a Korean-style smart home closer to a wider regional audience.
Source: id.mashable.com
