LG-Style 'Housewarming' in Hong Kong Targets Greater China with K-Lifestyle

[Financial News] LG Electronics is targeting customers in Greater China by promoting K-lifestyle in Hong Kong, a leading international city in Asia. The strategy combines LG Electronics' global home appliance technology with Korean food culture, fashion and home culture through experiential marketing. It aims to expand customer touchpoints and strengthen the company's premium brand image. 
LG Electronics Hong Kong announced on the 29th that it had participated in the 'Mid-Autumn K-Festival Week' held at Central Market in Hong Kong from the 21st to the 27th, operating an experiential zone called 'Housewarming by LG.' The event was organized to promote cultural exchange between Korea and Hong Kong during the Mid-Autumn Festival, celebrated in both places. It was a large-scale K-culture festival featuring K-food, K-fashion, K-beauty and K-home living in one location.
'Housewarming by LG' was designed to recreate the everyday life of a Korean home. Visitors experienced Korean-style residential culture firsthand by trying LG appliances in spaces themed around clothing care, air-quality management and kitchen living. 
Rather than focusing solely on product demonstrations, the event offered an immersive look at Korean life and culture. LG Electronics highlighted how its appliances, which combine core component technology with artificial intelligence (AI) to enhance convenience and performance, can make customers' everyday lives easier. 
The live cooking show particularly captured the attention of local customers, who have shown strong interest in K-food. Chef Park Joon-woo, who appeared on Netflix's Culinary Class Wars, presented a variety of Korean dishes and highlighted the knock-on function, which allows users to see inside a refrigerator without opening the door. The feature drew a favorable response. Refrigerators equipped with the knock-on function were first launched in 2016 and have sold at a rate of roughly one every minute over the past decade. Knock-on has since become a signature premium feature in the global refrigerator market.
LG Electronics also created an opportunity to expand customer touchpoints through fashion. From the 2nd to the 5th of this month, the company participated in CENTRESTAGE, a fashion expo held in Hong Kong, where it showcased a clothing-care solution that makes it easy to manage garments made from various materials. Organized by the Hong Kong Trade Development Council (HKTDC), CENTRESTAGE consists of a fashion week for industry professionals and a fashion fair for general visitors. 
At the event, LG Electronics operated a clothing-care solution zone featuring the LG Styler and a digital-content experience space using the LG StanbyME 2. The company proposed a new customer experience combining fashion, technology and lifestyle, drawing interest from visitors. In particular, it demonstrated how LG Electronics' solutions can support customers from the moment they purchase clothing through the process of caring for it.
LG Electronics plans to continue expanding experiential marketing initiatives linked to K-culture. Rather than simply selling home appliances, the company aims to offer global customers a differentiated lifestyle experience by presenting Korean food culture, fashion and home culture together.
An LG Electronics official said, "We are expanding a range of cultural collaborations so that customers can enjoy more convenient and enriched daily lives," adding, "We will continue expanding our touchpoints with global customers through K-lifestyle and LG Electronics' differentiated AI-based customer experiences." 
[email protected] Im Soo-bin Reporter