LG Electronics is bringing a slice of Korean lifestyle to Southeast Asia with the launch of “Housewarming by LG”, a regional experiential campaign that transforms the traditional Korean housewarming tradition into an interactive showcase of smart home living. Rolling out across Singapore, Vietnam, Thailand and Indonesia, the initiative invites consumers to experience LG’s latest home appliances in spaces designed to feel like real homes rather than conventional retail showrooms.
Inspired by Korea’s housewarming culture, where guests are welcomed into a newly furnished home to experience how its owners live, the campaign encourages visitors to explore curated living spaces that demonstrate how technology can seamlessly fit into everyday routines. Carrying the theme “Life’s Good, Made Better by K-Tech,” the campaign also highlights LG’s vision of Affectionate Intelligence—technology that understands and adapts to different lifestyles.
Rather than placing products on display in a traditional showroom, each venue recreates familiar home environments, including the kitchen, living room and dressing room. Visitors can interact naturally with LG’s appliances while exploring different aspects of modern living inspired by Korean culture.
In the kitchen, guests can prepare Korean-inspired drinks and recipes using LG’s refrigerator equipped with an ice and water dispenser capable of producing Craft Ice, cubed ice and crushed ice. The living room demonstrates how LG’s air conditioner and air purifier work together to maintain a comfortable indoor environment, while the portable LG StanbyME 2 display showcases home workouts and entertainment. Meanwhile, the dressing room features the AI-powered LG WashTower®, which automatically optimises wash and dry cycles based on laundry conditions, alongside the LG Styler® for effortless garment care and personal styling.
A key highlight of the campaign is its recognition that no two lifestyles are the same. To bring this idea to life, LG has partnered with MINHO of SHINee and actress Shin Ye Eun, each representing a distinct lifestyle experience. MINHO’s space reflects an active, social lifestyle centred around running and outdoor activities, while Shin Ye Eun’s space embraces a quieter, wellness-focused approach inspired by K-Beauty, personal style and self-care. Together, the two spaces demonstrate how LG’s Affectionate Intelligence adapts to different personalities and daily routines.
Singapore consumers will experience the campaign through dedicated in-store retail activations featuring curated product displays and “MINHO’s Choice” recommendations, bringing the essence of the immersive housewarming concept directly into local retail outlets.
Beyond the physical experience, LG is extending the campaign online through behind-the-scenes videos, highlights from each pop-up venue and social media content, allowing consumers across the region to experience the campaign even if they cannot visit in person. The initiative also builds on LG’s broader strategy of connecting with audiences through authentic Korean cultural experiences, following the success of its K-drama-inspired exhibition at LG InnoFest 2026 APAC earlier this year.
By combining immersive storytelling, Korean lifestyle trends and intelligent home technology, “Housewarming by LG” reimagines how consumers discover smart appliances. Instead of simply showcasing product features, the campaign demonstrates how connected technology can naturally become part of everyday life, making homes more comfortable, personalised and intuitive for every individual.
To learn more about the Housewarming by LG, click here.
