Vietnam – LG Electronics (LG) has rolled out the “Housewarming by LG” campaign, a regional experiential marketing campaign designed to bring Korea’s signature housewarming culture to Southeast Asian consumers.
The campaign opened on May 19 at Another Saigon, a brand experience venue in Ho Chi Minh City, Vietnam, and will roll out across the region with planned launches in Thailand on June 4 and Indonesia on June 23. It features lifestyle-themed installations where consumers can experience LG home appliances in residential-style settings.
Inspired by Korea’s housewarming tradition—where guests are invited into a home to observe everyday living—the campaign translates the concept into an in-person retail experience. Instead of a conventional showroom format, visitors move through curated home-like spaces designed to demonstrate how LG products function in daily routines.
Each installation is structured around familiar home settings, including a kitchen, living room and dressing room. In the kitchen area, visitors can try preparing Korean-style drinks using LG refrigerators equipped with ice and water dispensers offering Craft Ice, cubed ice and crushed ice.
The living room features LG air conditioners and air purifiers, alongside the LG StanbyME 2 for entertainment and exercise use cases. The dressing room showcases the LG WashTower, which uses AI to adjust wash and dry cycles based on load and fabric type, as well as the LG Styler for garment care.
The campaign also incorporates two character-driven lifestyle zones featuring K-pop artist MINHO and actress Shin Ye Eun. MINHO’s space highlights an active, social lifestyle centred on running and outdoor activity, while Shin Ye Eun’s space focuses on a quieter, wellness-orientated routine. LG said the two zones are intended to reflect different consumer lifestyles.
LG Electronics said the concept is based on what it calls “Affectionate Intelligence”, describing technology designed to adapt to different daily routines and user preferences.
The company added that the campaign aims to make product experiences more accessible by aligning them with familiar K-culture themes already present in Southeast Asian markets. It also noted that the installations were developed in collaboration with MACHO’s SACHUNKI to support the design of the experience spaces.
Beyond the physical venues, LG plans to extend the campaign through digital content, including behind-the-scenes footage and highlights shared via its social media platforms and YouTube channel.
“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.”
The initiative follows earlier experiential marketing efforts, including LG InnoFest 2026 APAC in Busan, where the company showcased themed exhibition spaces inspired by popular K-dramas for regional partners and media.
