LG Electronics has produced a video highlighting its innovation journey since its founding in 1958 and its vision for the future as part of a global promotional campaign.
LG Electronics said on the 19th that it had recently created a brand heritage video titled “Life Asks, LG Answers” and displayed it on the outdoor digital billboard in New York’s Times Square, one of the world’s most prominent landmarks.
The video will also be shown on the billboard at Piccadilly Circus in London and on major over-the-top (OTT) streaming platforms. It runs for 160 seconds in full, with 30-second edited versions also planned depending on the screening platform.
The video was produced to promote LG Electronics’ home appliance business vision of the “Zero Labor Home.” The concept aims to reduce the burden of household chores so customers can focus on more meaningful activities at home.
The video begins by tracing innovations in laundry appliances. It showcases the evolution from the Baekjo Washing Machine (WP-181), South Korea’s first washing machine, introduced in 1969, to the LG TWINWash and LG WashTower.
It also highlights advances in refrigerators. Starting with the 1965 Nunpyo Refrigerator (GR-120), the video traces innovations designed to improve convenience, including Door-in-Door, which lets users retrieve frequently used items without opening the entire refrigerator door, and InstaView, which allows users to see inside by knocking on the door.
The video also explores how home appliance design has evolved alongside changing customer preferences and living spaces. It traces the journey from refrigerators finished with wood materials during the Goldstar era in the 1980s to the LG Objet Collection, which lets customers choose colors and materials to match their interiors, as well as built-in appliances designed to blend into living spaces and SKS, LG’s ultra-premium built-in appliance brand.
The video also features core component technologies that have underpinned product innovation. LG Electronics’ motor technology began with the development of a motor for electric fans in 1962 and advanced to the Inverter Direct Drive (DD) Motor, which directly connects the motor to the washing drum, and the AI DD Motor, which detects laundry characteristics to optimize washing motions. More recently, drawing on motor and control technologies developed for home appliances, the company developed LG AXIUM, an actuator that serves as a joint mechanism for robots.
The video concludes by looking toward the future of robotics technology and physical AI built on LG Electronics’ accumulated expertise. The company began developing educational robots in 1983, introduced a cleaning robot in 2003 and launched LG CLOi service robots in 2018 for tasks including guidance, delivery and serving, steadily advancing its robotics capabilities.
This year, LG Electronics unveiled CLOiD, a home robot, presenting its vision of an AI-powered home coordinated by a home robot. Building on its home appliance innovations, the company plans to expand into areas such as AI homes and home robots, gradually bringing the Zero Labor Home vision to reality.
Ryu Ju-hyun, head of HS Marketing Communications at LG Electronics, said, “We will share LG Electronics’ heritage of innovation for better customer lives and our vision for the future with customers around the world, while continuing to communicate our distinctive brand value.”
Separately, LG Electronics reported preliminary consolidated results for the third quarter of this year, with revenue of approximately $15.9 billion and operating profit of about $521 million. Revenue increased 8.9% and operating profit rose 13.5% from the same period a year earlier. For the first time in the company’s history, cumulative revenue for the first three quarters exceeded approximately $46.7 billion, while cumulative operating profit surpassed approximately $2.7 billion.
