LG Electronics targets Asia-Pacific growth with lifestyle products, subscription services

Visitors test the LG Styler clothing care appliance during the LG InnoFest 2026 APAC in Busan, Wednesday. Courtesy of LG Electronics

LG Electronics is stepping up its push into the Asia-Pacific region with a lineup of premium home appliances and AI-connected service offerings.

The company is holding LG InnoFest 2026 APAC, which began Wednesday, in the southeastern port city of Busan over four days, bringing together key distributors and media from more than 20 countries across the Asia-Pacific region to showcase new products and business strategy.

The event follows InnoFest editions held in the Middle East and Africa in February and Latin America in March, and marks the final leg of this year's global series. LG said holding the event in Korea was intended to give attendees direct exposure to the latest living trends that have gained international attention.

The Asia-Pacific region, home to approximately 4.4 billion people, excluding the Middle East and Central Asia, represents the largest market in the Global South.

LG said it allocated its largest exhibition space of this year's InnoFest series to the event, with displays designed around interior settings drawn from Korean TV shows as a vehicle for showcasing the country’s aesthetics.

Among featured products, the WashTower — LG's integrated washer-dryer unit — drew attention as a symbol of Korean premium residential living.

The company unveiled a new 25-inch WashTower model alongside existing 24- and 27-inch versions, expanding the lineup while adding increased wash and dry capacity and an LCD control panel. LG said cumulative global WashTower sales have surpassed 3.2 million units and said it intends to carry that momentum into the Asia-Pacific market.

LG also presented an expanded heat pump dryer lineup, which it said meets the highest energy efficiency standards in the industry, along with its WashCombo all-in-one washer-dryer unit, as part of a push to strengthen its position in the high-efficiency appliance segment amid growing environmental, social and governance awareness across the region.

The company unveiled a range of refrigerator models tailored to Asia-Pacific lifestyles, including a water purifier refrigerator offering four types of ice suited to Southeast Asian climates, a convertible model allowing users to switch between refrigerator and freezer modes, and a Fit&Max model designed to minimize wall gaps while maximizing storage.

For the region's growing business-to-business and built-in appliance market, LG displayed a dishwasher capable of completing a full wash-and-dry cycle within one hour, an oven with a camera-based ingredient recognition and recipe recommendation function, a downdraft hood integrated with an island countertop and commercial laundry solutions.

LG said the Australia-based consumer research publication CHOICE ranked LG as the top brand in the most home appliance categories in last year's brand evaluation, including dryers, top-load washing machines and cordless stick vacuums, and named it the top TV brand for the 10th consecutive year.

The company also featured its UP appliance service, which delivers ongoing feature upgrades to connected home appliances through LG’s signature ThinQ artificial intelligence home platform.

First launched in Korea in 2022, the service has since expanded to North America in 2023, Europe in 2025, and Taiwan and Vietnam as of January this year.

LG's subscription model — combining product use with care services — is also being expanded across Asia, with active operations in Malaysia, Thailand, Taiwan, Singapore and Vietnam.

"Asia-Pacific is a core Global South market where demand for premium home appliances is growing rapidly," said Kim Jae-seung, executive vice president and regional CEO for Asia at LG Electronics.

"We will deliver differentiated experiences to Asia-Pacific customers through innovative products and solutions."

This article was published with the assistance of generative AI and edited by The Korea Times.