LG Chairman Koo Bon-moo, left, points to equipment during a visit to the conglomerate’s new molding plant in Korea with key LG executives on Thursday. Courtesy of LG Group

By Kim Yoo-chul

LG Group Chairman Koo Bon-moo asked his top lieutenants Thursday to invest more in design because he believes this is the key to future market success.

``I urge you to closely cooperate with LG’s design and technical staff members to boost product competitiveness to produce high-value products. The most important concern for LG is decided by the interaction of engineering activity with the market environment,’’ said Koo.

Koo held a meeting with LG’s top decision makers that included LG Electronics CEO and his younger brother Koo Bon-joon to discuss pending issues on the sidelines of the opening of the company’s molding technology center.

LG Chem Vice Chairman Kim Bahn-suk, LG Uplus Vice Chairman Lee Sang-chul and LG Chief Operating Officer (COO) Jo Joon-ho also attended the meeting, said spokesman Jeong Jung-wook.

Molding is the key factor to decide products’ surface design. LG has invested over 110 billion won in the construction of the new center. The two-story building will house 200 experts.

The chairman’s new initiatives come after LG upgraded its hardware-related businesses thanks to improvements made in the group’s smartphone business.

Hardware was the buzz word for LG over the last two years because it had previously experienced serious trouble with devices.

``Consumers are spending more on products with delicate and appealing designs. In order for LG catch up with this trend, LG should care more about software design,’’ Koo stated in the press release.

LG is planning to roll out smartphones and televisions applying user-friendly design technologies, said Jeong.

Koo also inspected the surface design of LG smartphones, TVs and home appliances after the internal meeting. ``Final touches are really important. You should be aware of that,’’ said Koo.

Design was the top word for LG even under the reign of now-sacked LG Electronics CEO Nam Yong. LG’s Shine, Prada and Chocolate-branded feature phones were highlighted because of their intricate and cool designs, although they were cut down by the rapid rise of smartphones.