LG Electronics (LG) today announced the launch of “Housewarming by LG,” a regional experiential marketing campaign designed to bring Korea’s signature housewarming culture to Southeast Asian consumers.
The campaign kicked off on May 19 at Another Saigon, a brand experience venue in Ho Chi Minh City, Vietnam, and will roll out sequentially across the region with launches in Thailand on June 4 and Indonesia on June 23, creating immersive lifestyle spaces where local consumers can discover LG home appliances in authentic, everyday living environments.
“Southeast Asia has one of the most vibrant K-culture-engaged consumer bases in the world,” said Jaeseung Kim, Regional CEO of LG Electronics Asia Pacific.
“Housewarming by LG is our way of opening our doors to local consumers and showing how LG’s Affectionate Intelligence truly understands the way people live.”
This campaign builds on a growing commitment by LG to connect with global audiences through culturally meaningful experiences. Earlier this year, at LG InnoFest 2026 APAC, held in Busan and attended by business partners and media from more than 20 Asia-Pacific countries, LG drew widespread acclaim for an exhibition hall designed around spaces from popular K-dramas, demonstrating the powerful resonance of Korean cultural storytelling in communicating LG’s innovation story.
