LG Launches ‘Life’s Good’ Campaign, Spreading a Message of Optimism to Customers Worldwide

Company ‘Takes Over’ Famous Landmarks to Kick off Its Life’s Good Campaign
With More Dynamic and Youthful Visual Identity

LG Electronics (LG) has launched its brand-new Life’s Good global campaign, carrying out various brand reinvent activities to introduce its more dynamic and youthful brand identity.

Starting August 22, the company rolled out its Life’s Good global campaign, unveiling digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks, including locations in Dubai, London, New York, Vietnam and Seoul. Each vibrant image and captivating video has been meticulously crafted to showcase LG’s renewed visual themes.

With its global campaign, the company aims to convey the message Life's Good to customers, inspiring and encouraging them to approach life with an optimistic attitude. In light of the rising uncertainty and instability worldwide due to post-pandemic changes, the campaign's ultimate goal is to uplift customers and spread a positive influence, fostering mutual support.

Along with introducing its updated brand and visual identity, the new campaign aims to share the company's philosophy and values. The company has been ceaselessly committed to embodying the true meaning of Life’s Good. To convey this message in a dynamic and youthful manner, LG launched its new brand and visual identity in April, under the banner of LG’s brand reinvention.

LG’s latest advertisements can be seen at Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London’s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy.

Life's Good in New York

Life's Good in London

The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” that engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.

Furthermore, LG is expanding its digital engagement with young, global customers by promoting brand awareness through its official social media channels. Starting from August 25, the company will introduce exclusive features, including the “LG Finger Heart Filter” and “Life’s Good Sticker Package,” tailored for major social media platforms such as Instagram and TikTok. These creative elements, freely available to all users, are part of the company’s broader plan to launch a global participation campaign, connecting customers to its brand in new and exciting ways.

The company also plans to release collaboration contents with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically.

LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.

In July, LG declared its vision to transform into a “smart life solution company” that can connect and expand customers’ diverse experiences, and has been steadily carrying out its brand reinvention activities at various customer contact points as one of its major strategies.

“LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We aim to enhance our communication with customers by sincerely sharing our core values and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.”

To read more about LG’s Life’s Good campaign, visit www.lg.com/lifesgood/. Life's about more than having the latest technology, rather, it's about the experiences technology creates that impact our lives. LG Electronics Philippines delivers consumer electronics through top-of-the-line home entertainment appliances that prepare Filipinos for their greatest moments. LG promises to bring "Innovation for a Better Life" nationwide - from Luzon, to Visayas, and Mindanao. LG products are available via lg.com/ph and through its flagship stores in Lazada and Shopee. For more information, visit and follow their social media channels on Facebook, Instagram, Tiktok and Youtube (@lgphilippines).

Read More

LG Brings Life’s Good Vibes to “Buruguduystunstugudunstuy: Ang Parokya Ni Edgar Musical

In an exciting blend of music, theater, and technology, LG Philippines has proudly sponsored the much-anticipated musical, “Buruguduystunstugudunstuy: Ang Parokya Ni Edgar Musical.” As part of its global "Life's Good" campaign, LG aims to spread optimism and introduce its vibrant, youthful brand identity to audiences around the world. The campaign, which was previously launched in major cities such as Seoul, London, New York, Vietnam, and Dubai, continues to inspire with its message of approaching life with a positive outlook.

Life's Good Slogan at the theater lobby

In addition to integrating LG’s advanced technology into the storyline through product placements—such as air conditioners and vacuums used by the cast—the "Life’s Good" slogan is creatively incorporated into the musical’s script and backdrop. This strategic placement not only enhances the visual experience but also reinforces the show’s uplifting message.

The cast and creative team of "Buruguduystunstugudunstuy" collectively share how the partnership with LG and the integration of the "Life's Good" campaign have enriched their theatrical experience. Kyle Napuli (Aiza) reflects on the synergy between LG's contributions and the musical's message: "LG shared with us their lovely products to use for the show. Plus the saying ‘Life’s Good’ perfectly encapsulates the message of Buruguduystunstugudunstuy." Pepe Herrera (Mr. Suave) appreciates the impact of LG's support: "Sponsors like LG are a big help to any show. They bring more than just resources—they bring excitement and fun, which amplifies everything we do on stage. It’s truly more fun and vibrant with their support!"

LG XBoom and LG CordZero were used as props during the scenes in the musical

Tex Ordoñez-De Leon (Norma) remarks on the aesthetic enhancement LG appliances bring to the set: "LG appliances have a way of making everything look better—they made Norma’s surroundings look incredibly rich! It’s a bit of fun seeing how these high-tech gadgets transform our set into something out of a luxury magazine," while Natasha Cabrera (Girlie) notes the positive influence on her character: "LG makes Norma's life good." Nicco Manalo (Mang Jose) highlights how LG products facilitate daily life within the narrative: "The LG products that we use in the show really gives you a clear idea of the world the character of Norma lives in."

LG Dual Inverter Compressor Aircon was also used as props in some scenes
Life's Good slogan can also be seen in the LED backdrop all throughout the play

Playwright Rody Vera points out how LG's slogan aligns with the show’s themes: "LG’s motto keeps everything we see in this world in perspective. We have a sense of humor, we have a sense of hope, and we have a sense of what’s real and what’s fantasy. But what binds all these ideas is our faith that Life is (ultimately, despite the challenges, beyond our sorrows) Good." Noel Comia (Tikmol) shares how LG enhances the production, "LG's contribution has really enhanced our production. The visual and entertainment quality is boosted significantly, making the whole show experience more vivid and engaging for the audience. It’s like they bring the ‘Life’s Good’ vibe right into every scene."

More features of the Life's Good slogan

Director Dexter Santos and actress Marynor Madamesila (Jen) further reflect on the thematic and aesthetic contributions of LG. Santos says, "Because the message Life’s Good is the ultimate quest for any person. To get to a place where they can embrace and accept all their flaws and claim life is indeed good." Madamesila adds, "LG captures what Buruguduystunstugudunstuy aims to convey; that no matter how crazy or difficult the world may be, if we change our perspective and get the support that we need, ‘life’s good.’"

More features of the Life's Good slogan

LG Philippines Managing Director Mr. Nakhyun Seong was all smiles after the show. “The partnership between LG and the musical is a testament to the power of innovative branding intertwined with artistic expression, ensuring that the message of optimism not only reaches but also resonates with a global audience, encouraging them to believe that no matter the circumstances, Life’s Good.”

The LG Objet Collection, featuring beautiful top of the line TVs, refrigerators, WashTower units, microwaves, air purifiers, AeroTower, and Styler, is prominently displayed in the theater's foyer and exit lobby, perfectly aligning with the musical’s dynamic and engaging atmosphere.

LG Objet Collection, LG OLED TV in the theater lobby

Buruguduystunstugudunstuy: Ang Parokya Ni Edgar Musical premiered on April 26 and runs every Friday and weekends at Newport Performing Arts Theater, Newport World Resorts. Get your tickets from Newport World Resorts or via Ticketworld.

Life's about more than having the latest technology, rather, it's about the experiences technology creates that impact our lives. LG Electronics Philippines delivers consumer electronics through top-of-the-line home entertainment appliances that prepare Filipinos for their greatest moments. LG promises to bring "Innovation for a Better Life" nationwide - from Luzon, to Visayas, and Mindanao. LG OLED products are available via lg.com/ph and through its flagship stores in Lazada and Shopee. For more information, visit and follow their social media channels on Facebook, Instagram, Tiktok and Youtube (@lgphilippines).

Read More

LG Amplifies 'Life's Good' Message with Inspiring Brand Film to Champion Optimism

Directed by Award-Winning Director, Motivational Brand Film

Encourages Viewers to Embrace Path of Optimism

LG Electronics (LG) today highlighted its Life’s Good message by introducing a new brand film. Part of the ongoing global brand campaign, the film beautifully communicates the true meaning of LG’s Life’s Good philosophy and shares the company’s powerful message of the importance of being optimistic.

Launched in August 2023, the Life’s Good campaign aims to inspire people to face challenges with an optimistic attitude during difficult times, as well as highlight the enduring nature of LG’s brand philosophy and values, which the company has consistently upheld throughout its entire history.

The newly introduced 90-second film centers on a middle-aged man who chooses optimism in his personal journey, allowing him to overcome obstacles and accomplish something that no one would have believed him capable of. At the outset, the protagonist has a look of apprehension as he struggles to ride a longboard down a suburban street. However, as the film progresses, he becomes more determined and begins to glide gracefully over the asphalt, wearing a happy, confident smile on his face.

The underlying message of this heartwarming story is that there’s an optimist inside everyone; it’s merely a matter of deciding to embrace it. Using a longboard as a metaphor for life, the film suggests that any goal or dream is attainable if one is brave and optimistic enough to push through their perceived limitations to get there.

LG’s brand film was crafted by a group of experienced creatives headed by Emmy Award-winning director, Nicolai Fuglsig, whose simple, charming storytelling so powerfully illustrates what can happen when one elects to walk the path of optimism.

“LG came to me with the idea of sharing the meaning of its Life’s Good philosophy through the lens of choosing optimism, and I was immediately drawn to the project,” said Nicolai Fuglsig. “I love the story of an unexpected hero venturing out of his comfort zone and using optimism to overcome challenges. Personally, I feel it’s a powerful reminder not to get bogged down by negativity and to live life to the fullest.”

As LG transforms its business, it is changing the way it communicates with customers and stakeholders through its recent brand reinvention, ensuring the values and philosophy of Life’s Good are delivered at every touchpoint across the customer experience. Thus far, the campaign has graced some of the most iconic landmarks in various cities around the world, including Dubai, London, New York and Seoul.

“Life’s Good represents our unwavering commitment to making people’s lives better though innovation,” said Jeongseok (JS) Lee, senior vice president and head of LG’s Global Marketing Center. “In line with our future vision to become a smart life solution company, we will communicate with various customers at every touch point in more dynamic and youthful way.”

“With our global campaign, we aim to convey our message of Life’s Good, inspiring and encouraging customers to take life with an optimistic attitude,” said Kim Hyo-eun, vice president of LG’s Global Marketing Center. “We hope that our brand film can uplift customers and create a meaningful influence on their lives.”

The brand film can be viewed on the LG Global Youtube channel.

LG Electronics is a global innovator in technology and consumer electronics with a presence in almost every country and an international workforce of more than 74,000. LG’s four companies – Home Appliance & Air Solution, Home Entertainment, Vehicle component Solutions and Business Solutions – combined for global revenue of over KRW 80 trillion in 2022. LG is a leading manufacturer of consumer and commercial products ranging from TVs, home appliances, air solutions, monitors, service robots, automotive components and its premium LG SIGNATURE and intelligent LG ThinQ brands are familiar names world over. Visit www.lg.com/ph for products and services or follow their social media channels (@lgphilippines) on Facebook, Instagram, Tiktok and Youtube.

Read More

LG PH Marks a Milestone: Life's Good Day 2023

On November 10, 2023, LG Electronics Philippines (LGEPH) celebrated a day brimming with optimism and innovation: LG Life's Good Day 2023. Held at the LGEPH Office, this event was more than just a milestone; it represented the brand promise of 'Life’s Good.' This promise is a testament to LG's unwavering belief and commitment to enhancing lives through innovation, all while maintaining an optimistic perspective. The day marked a vibrant declaration of LG's renewed brand identity, showcasing how it enriches lives through groundbreaking technology and a robust sense of community.

In the spirit of 'Life’s Good', LGEPH hosted a bloodletting event, embodying the company's deep-rooted commitment to community service and the well-being of others. This initiative showcased LG's drive to not only advance in technology but also to cultivate a culture of empathy and shared responsibility.

LGEPH employees participate to a blood letting activity

The event featured a special segment, Life's Good Hour, where LGEPH employees came together to enjoy an array of delightful Filipino snacks. This was a moment of joy and togetherness, reflecting LG’s core value of warmth and its belief in the importance of fostering community spirit.

LGEPH employees enjoying a delightful treat of Filipino snacks

The Three Pillars of LG's Brand Values

1. Uncompromising Customer Experience: Aligning with LG’s optimistic outlook, this event was a testament to the company's dedication to delivering exceptional products and services. LG believes that every interaction with its products should not only be satisfactory but should elevate the customer's daily life, infusing each moment with enjoyment and ease.
2. Human-Centered Innovation: At the heart of LG's innovation is a human-centric approach. This perspective ensures that every technological breakthrough and product is crafted with the end-user's needs and aspirations in mind, demonstrating LG's belief that technology should tangibly enhance human lives in practical, meaningful ways.
3. Warmth to Power a Smile: Emphasizing LG's optimistic perspective, the event demonstrated the company's belief in the power of warmth to kindle happiness and build connections. This philosophy was palpable in the communal enjoyment of snacks and the impactful bloodletting initiative, underscoring that technology is more than features – it's about creating joyful, connected experiences.

LG Life's Good Day 2023 marked a significant step in LG’s journey, reinforcing its commitment to improving lives with innovative technology and heartfelt service. This event was a clear reflection of LG’s belief in a better future, where technology and human empathy work in harmony to create a brighter world.

LGEPH Managing Director Mr. Sungjae Kim, with a tone of optimism, encapsulated the essence of the day, stating, “LG Life's Good Day 2023 is a celebration of our unwavering commitment to our customers, community, and the human spirit. It represents our optimistic vision for the future, a path guided by hope and positivity. This event symbolizes our journey towards a future where every innovation is infused with compassion, and each product we create is a step towards a more joyful, optimistic, and fulfilling life for everyone.”

Life's about more than having the latest technology, rather, it's about the experiences technology creates that impact our lives. LG Electronics Philippines delivers smart life solutions through top-of-the-line smart appliances, digital platforms, and services that prepare Filipinos for their greatest moments. LG promises to bring "Innovation for a Better Life" nationwide - from Luzon, to Visayas, and Mindanao. LG products are available in major appliance stores nationwide and through its flagship stores in Lazada and Shopee. For more information, visit lg.com/ph and follow their social media channels on Facebook, Instagram, Tiktok and Youtube (@lgphilippines). 

Read More

LG Amplifies Positive Influence of the Life's Good Campaign via Social Media Challenge

Company’s ‘Optimism your feed’ Playlist Garners 1.2 Billion Views in Just Three Weeks

LG Electronics (LG) has launched a global social media challenge to amplify its brand promise of ‘Life’s Good’ by encouraging customers worldwide to create and share moments of everyday optimism on their social media feeds. Running across TikTok and Instagram, the challenge encourages participants to foster a more positive environment on their social media feeds by posting optimistic moments and selfies featuring the “finger heart” gesture – a popular symbol among K-pop idols created by forming a mini heart with the index finger and thumb – using the hashtags #Lifesgood and #Optimismyourfeed.

“LG is committed to delivering on its promise of ‘Life’s Good. This social media challenge aims to uncover and share what ‘Life’s Good’ means to our customers,” said Kim Hyo-eun, vice president and head of LG’s Brand Management Division. “We believe there is real power in approaching life with an optimistic attitude, and our Optimism your feed campaign’s social media challenge is all about embracing the opportunity to inspire more positive activities in the virtual and real world.”

The social media challenge is part of LG’s ‘Optimism your feed’ campaign and follows the launch last month of LG’s Optimism your feed playlist – a collection of original content that, when interacted with, will pull more optimistic content into your feed. Created in collaboration with global influencers known for their positive impact, the playlist offers users the opportunity to experience more uplifting and encouraging posts. Within just three weeks of its release on TikTok, YouTube and other social media platforms, the playlist has garnered over 1.2 billion views. It has resonated with viewers worldwide, prompting comments about their eagerness to participate and positively influence their algorithms.

The social media challenge invites users around the world to join influencers including Tina Choi, Victoria Browne, Josh Harmon, Team1llusion, Lenna Vivas and Samuel Weidenhofer in spreading optimism across social media feeds. In just four days, around 21,000 users have already joined the movement to share their optimistic moments.

Meanwhile, LG has also launched an offline campaign event called ‘Optimism your day,’ which will run till early July. Continuing from last year, a truck adorned with the company’s ‘Life’s Good’ brand slogan is scheduled to tour the 11 business sites in Korea. The truck features a large LED display that plays ‘Life’s Good’ campaign videos and showcases positivity slogans shared by LG employees worldwide. LG believes in spreading the campaign’s message of optimism to employees as well as the outside world.

“We are all brand ambassadors of LG,” said CEO William Cho. “If each of us starts brightening our surroundings one step at a time, I believe LG will one day become a company that truly radiates positivity, helping to create better lives and a better world.”

More details about Life’s Good campaign can be found on the campaign page at www.lg.com/lifesgood.

Read More

LG Launches Life's Good Library On the Go: Bringing Education to Every Doorstep

LG Philippines named this year’s LG Ambassador Challenge winning project, Life’s Good Library On The Go by Ms. Charlene Aguilar, with the mission to reach children who lack access to libraries, fostering a love for reading and immersive learning. In partnership with Korea Food for the Hungry International (KFHI) to generate significant change through the LG Ambassador Challenge, showcasing the company's commitment to sustainable development in the country.

 
LG Life's Good Library On The Go
The mobile library will tour around the seven (7) barangays in Nagcarlan, Laguna namely Lawaguin, Bunga, Balayong, Sabang, Alumbrado, Talahib and Sulsuguin to reach children living in poor communities that have limited access to basic education and organized learning.

“This mobile library exemplifies our commitment to education and accessibility, bringing books and learning resources directly to underserved communities, aiming to inspire a love for reading and promote immersive, lifelong learning among children. This reflects our unwavering promise to empower individuals and enrich their futures” said LG Philippines Managing Director, Mr. Nakhyun Seong during his opening remarks. Mr. Seong also encouraged the children through a pinky promise to make reading a habit.

Mr. Nakhyun Seong, LG Philippines Managing Director

During the event, LG Ambassador, Ms. Charlene Aguilar also addressed the audience during the turnover and awarding. "This mobile library is more than just a collection of books; it is a beacon of hope and learning. Through LG's help, beyond just books, children in our community will now have the opportunity to see the world through the LG TV, with the LG XL7S Speaker making learning an immersive and interactive experience. This enhancement will allow the kids to provide a richer, and more diverse educational journey."

Mr. Nakhyun Seong, LG Philippines Managing Director, awards the certificate
to Ms. Charlene Aguilar, 2024 LG Ambassador Challenge winner

LG provided Ms. Charlene Aguilar opportunities for learning by funding the Library on the Go TV and speaker to enhance learning, as well as financial support for the vehicle, books, and materials. With LG's support, children can now enjoy immersive learning experiences. This support will ensure we can reach and educate children in underserved communities effectively.

LG UHD TV

LG XBoom XL7S

As Mr. Nakhyun Seong and Ms. Charlene Aguilar finally revealed the Life’s Good Library On The Go, they toured the van’s interiors and exteriors, showcasing its features. The van is equipped with shelves full of diverse books, and advanced learning tools like the LG TV and LG XL7S Speaker to create an immersive educational environment. The tour highlighted additional features such as tents, benches, tables, and mats, all designed to create a comfortable and engaging outdoor learning space. This mobile library provides a versatile setup for various educational activities, emphasizing LG's commitment to fostering a love for reading and lifelong learning.

Unveiling of the LG Life's Good Library On The Go

LG Philippines Head of Corporate Marketing, Ms. Ana Marie Salapantan, closed the program with the inspiring words “This campaign isn't just about promoting a brand; it's about inspiring all of us to embrace life with a positive mindset. It encourages us to see every challenge as an opportunity and every setback as a chance to grow.”

Other activities during this inauguration ceremony included a free eye check-up provided by Dr. Nathaniel Monloy of Monloy Vision Care Clinic, who offered essential vision screenings for the children. In addition, the event featured interactive storytelling sessions, arts and crafts workshops, to engage and entertain the community while highlighting the importance of education and learning. These activities complemented the launch of the Life’s Good Library On The Go, making the day a celebration of community spirit.

Eye screening c/o Monloy Vision Care Clinic

The LG Ambassador Challenge was launched in 2022, designating individuals as ambassadors who receive essential support and funding from LG to address issues in their local communities.

Read More

LG Philippines Marks World Environment Day with 'Life's Good with Recycling' Campaign

LG Electronics Philippines (LGEPH) commemorated World Environment Day 2024 by launching its impactful 'Life's Good with Recycling' campaign. The event, held at the LG Electronics Philippines office in collaboration with the Pasig City CENRO (Community, Environment and National Resources Office), saw a significant turnout of enthusiastic participants dedicated to promoting sustainability and environmental stewardship.

LG Philippines Managing Director, Mr. Nakhyun Seong with Pasig CENRO Representative

LGEPH Managing Director Mr. Nakhyun Seong emphasized the importance of World Environment Day as a global platform for raising awareness and driving action towards environmental conservation. He expressed gratitude to all attendees for their commitment to making a positive difference in the world, stating, "On this World Environment Day, I want to express my heartfelt gratitude to each of you. Your active participation in our 'Life's Good with Recycling' campaign has been instrumental in making a real difference in our environment. Your efforts are commendable and inspire us to continue our journey towards a greener future. Remember, it is your actions that are shaping this future."

As part of the 'Life's Good with Recycling' campaign, which began on Earth Day, April 22, and concluded on June 5, individuals were encouraged to collect plastic waste. The waste collected was then processed and recycled through the Mobile Recovery Facility of Pasig CENRO.

LG Philippines Managing Director, Mr. Nakhyun Seong with the Pasig CENRO Representatives

The campaign's main objectives encompass Corporate Social Responsibility (CSR) initiatives. Notably, the 1,622.55 kg of collected plastics will be utilized to redeem grocery items for LG's maintenance and support staff. Moreover, the campaign aims to strengthen both LG and local government's commitment to sustainability and responsible business practices within the Pasig community, all while enhancing awareness and implementing concrete actions. As a crucial aspect of this collaborative effort, LG has pledged to donate plastic waste to CENRO every quarter, fortifying its backing for local environmental endeavors.

LG Philippines Managing Director, Mr. Nakhyun Seong leading the initiative of recycling the collected plastic wastes

LG Philippines remains resolute in its commitment to sustainability and environmental causes, ensuring minimal environmental impact while staying true to the values of our customers, business partners, employees, and communities. By leading by example, inspiring positive change, and contributing to a greener, more sustainable future for all, LG continues to uphold its dedication to responsible business practices and environmental stewardship, a commitment you can trust.

For more information about LG Electronics Philippines and its environmental initiatives, follow LG Philippines on Facebook, Instagram, YouTube, and TikTok. LG products are available in all authorized dealers nationwide, both in-store and online. Visit lg.com/ph for a complete list of our retail partners. You can also visit LG's Official Flagship Stores in Lazada and Shopee.

Read More

LG Philippines Inaugurates New HQ at Arcovia City

(From L-R) Megaworld First Vice President, Mr. Roland Tiongson, Pasig Police Station Chief, Col. Hendrix Mangaldan, LG Asia Regional CEO, Mr. Jaesung Kim, LG Philippines Managing Director, Mr. Nakhyun Seong, LG Philippines CFO, Mr. Hongsuk Chang

LG Electronics Philippines officially inaugurated its new office at the 15th and 16th floors of One Paseo building last April 22, 2025 in Arcovia City, Pasig, after over 35 years into local operations from its first office in Brgy. Maybunga, Pasig. Over the years, LG has been at the forefront of bringing innovation and cutting-edge technology to Filipino homes and businesses. The new office represents not only a fresh start but a continued commitment to excellence, ensuring that LG remains a leader in the industry while providing a better work environment for both its employees and partners.

Life’s Good caravan parked outside their new office in Arcovia, offering a warm welcome and a peek at LG’s latest innovations

The new office in Arcovia City includes open-concept workspaces to promote collaboration and creativity, as well as modern tools and technologies to support productivity and employee well-being. The office houses a showroom where employees and visitors can explore the latest LG products and technologies, a spacious auditorium optimized for presentations, seminars, and events, as well as a well-appointed cafeteria that offers a relaxing space for employees to enjoy meals and unwind.

LG Philippines team proudly presenting their spacious Arcovia office lobby

LG employees also get to enjoy floor length windows, providing employees with a 360° view of the city and nearby mountain ranges. In designing an office with the employee’s well-being in mind, LG hopes to set an example in staying true to its brand promise as a Smart Life Solutions company: that Life’s Good, right from its new home.

The day was filled with activities for LG’s employees, which included a photobooth,and a pouch customization booth where they designed personalized canvas pouches as souvenirs. LG’s new neighbors also enjoyed a supply of free drinks found in LG refrigerators that were stationed at One Paseo’s lobby, provided by LG’s brand partners — Locally, Milkis, and Chingu Cafe.

Ending the day on a high was LG’s collaboration with the 107.5 Wish Bus, which made a special stop right outside the new office for LG and their new neighbors in Arcovia City. Special performances were made by artists Earl Generao and Arra San Agustin for the crowd to enjoy. The event was a perfect blend of entertainment and community spirit, making it a memorable part of the day.

Wish Bus dropped by Arcovia City, sharing optimism and the Life’s Good message to nearby offices

The event was attended by LG Philippines Managing Director Nakhyun Seong, CFO Hongsuk Chang, and LG’s Regional CEO for Asia Pacific Jaesung Kim, who joined employees and partners in celebrating this milestone. “LG Philippines has called its previous office 'home' for over 35 years, and it was the employees, as well as their dedication and hard work, that truly made it special,” said Nakhyun Seong, Managing Director of LG Philippines. “This new space not only aligns with LG’s global reputation for innovation and Smart Life Solutions.” Mr. Nakhyun Seong continued.

LG Philippines Managing Director, Mr. Nakhyun Seong, acknowledging the team’s dedication while emphasizing the new office’s role in advancing technology for the benefit of the Filipino people

“It also honors our past while inspiring continuous innovation that benefits LG’s local employees. As a company committed to making a positive impact and creating lasting value, we also aim to empower our employees to leverage advanced Korean technology to ultimately support the growth and development of the Filipino people, contribute to the country’s progress, and make ‘Life’s Good’ a reality for our customers, shaping a brighter future for all.”

LG Philippines Team in front of their new office at Arcovia City

Read More

LG Launches Global Campaign ‘OPTIMISM YOUR FEED’ to Help Bring More Balance to Social Media Feeds

‘Optimism your feed’ Playlist Curated by Global Influencers Will Enable Users to Engage With Optimistic and Inspiring Content on Their Social Media Feeds

LG Electronics (LG) today launched a global campaign called ‘Optimism your feed,’ which aims to help users bring more optimism to their social media experience by inviting them to proactively engage with positive and inspiring content on their feeds.

“As a customer-focused brand, LG is a passionate champion of optimism. We aim to create positive changes in people’s lives by being intentional with our positive activities both online and in the real world,” said Kim Hyo-eun, vice president and head of LG’s Brand Management Division. “In the AI era, LG remains committed to our unwavering promise of ‘Life’s Good.’ We will continue to enhance our customers’ lives with a human-centric approach, fostering hope for a better future.”

A new global survey commissioned by LG found that social media is both a source of anxiety and a place where people turn to be entertained, keep up with friends and family, and stay informed about news and current events. According to the survey, almost half of respondents (45 percent) report their social media feeds consist of an equal or greater amount of negative content than positive content. One in four respondents (28 percent) claimed negative content on their social media feeds has increased their anxiety and one in five (20 percent) said it has made them unhappy. Other studies also suggest that algorithms often promote negative and niche conversations.

The global survey sought to understand the triggers that affect how algorithms work and how to increase your feed’s positive content. The result is the ‘Optimism your feed’ playlist of original content that, when interacted with, will pull more optimistic content into your feed.[i] ‘Optimism your feed’ is part of LG’s global Life’s Good campaign, introduced last year to inspire and encourage people to approach life with an optimistic attitude.

Created in collaboration with global influencers renowned for their optimistic influences including Tina Choi, Victoria Browne, Josh Harmon and more, the ‘Optimism your feed’ playlist includes over 20 short-form videos ranging from motivation to feel-good content.

Additionally, LG is consulting with social media experts including Professor Casey Fiesler, an information scientist and technology ethicist, with a PhD in Human Centered Computing. Fiesler researches and teaches in the areas of technology ethics, internet policy, and online communities, and has published on topics such as social media content moderation and recommender systems. She also educates the public on these topics as a content creator.

Social media has become an integral part of our lives, and algorithms play a significant role in the content that we see in these spaces. LG’s global playlist and campaign gives users the opportunity to see more positive and uplifting posts. By being more conscious about what we choose to engage with, we can bring stronger optimism, balance and happiness to our lives.

According to Fiesler, “Recommendation algorithms determine what we see on social media by predicting what content we are likely to engage with. These algorithms can therefore send us down ever more specific niches – for good and for bad. Research has shown that left unchecked, users can go down negative rabbit holes and encounter harmful content quite quickly. One of our first lines of defense needs to be improving our digital literacy, and paying more attention to how algorithms influence our online experiences. And the good news is that we do have some control over the input for these algorithmic predictions; if we choose to engage with optimistic content, there’s a good possibility we will see more of it.”

Victoria Browne, a global influencer and TEDx Talk speaker, said, “The algorithms on our social channel can have a big impact on the content we see online, which impacts our mental health. That’s why I’m passionate about ‘Optimism your feed’, and I hope that people use this playlist as a foundation to retrain their algorithm and encourage positivity in all aspects of their lives. So much of the stigma and difficulty of tackling mental health is that it is unseen. With this campaign, we are saying you should reach out to your friends, and that we can help each other. Our algorithm should recommend content that makes us feel more connected to people, not less.”

The ‘Optimism your feed’ playlist can be found on LG’s global TikTok channel (@lge_lifesgood) and global YouTube channel (@LGGlobal), and will later spread to various social media platforms through collaborations with influencers around the world. More details can be found on the campaign page on lg.com (lg.com/lifesgood).

Read More

Turn Ideas into Action: Submit Your Entries for the 2025 LG Ambassador Challenge

Building on its strong commitment to driving positive change in communities since 2022, LG is excited to announce that entries for the 2025 LG Ambassador Challenge have officially opened on March 13, 2025. Led by LG Philippines in partnership with Korean Food for the Hungry International (KFHI), and Community Chest of Korea (CCK), this global program reflects LG’s dedication to empowering local communities and supporting sustainable growth.

The LG Ambassador Challenge is all about working together to make a real difference. It encourages individuals, groups, and organizations to come up with innovative ideas that can solve important social issues and improve lives. Since its launch, the program has empowered local changemakers by providing financial support and resources to help bring their projects to life, making a lasting impact on communities.

Originally launched in Bangladesh in 2017, the LG Ambassador Challenge has grown across Asia, encouraging individuals and organizations to propose solutions for key societal issues. The program provides financial grants to selected projects, empowering changemakers to drive meaningful and sustainable change in their communities.

The LG Ambassador Challenge has also delivered outstanding results since its local launch in the Philippines. In 2024, the Life's Good Library On the Go visited seven barangays in Nagcarlan, Laguna, offering learning opportunities to children in underserved communities with limited access to education and structured learning. The children and teachers also received free eye checkups from a local optometrist. Previous winning programs include the 2023 winners—Life is Good, When Life Has Light in Calauan, Laguna which installed solar-powered light posts that contributed to the community’s safety and security. Paliparan Community Livelihood in Dasmariñas, Cavite enabled housewives and out-of-school youth with a means of support for their families. Flowing Water for Growing Future in Lawaguin, Laguna—provided potable water which continues to make a positive impact by improving lives and empowering communities. The 2022 winners include Ride for Hope by Bahay Aruga in Quezon City, which provided ambulance transport for children cancer patients, and Roof for Siargao by Red Charity Gala, which supported home reconstruction after thousands were left homeless during the Typhoon Odette in December 2021.

This year, LG, KFHI, and CCK are focusing on key areas that can create meaningful change:

• “No Poverty” - End poverty in all its forms everywhere
• “Quality Education” - Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all
• “Climate Action” - Take urgent action to combat climate change and its impacts.

By making use of LG's products and technology, participants have the opportunity to develop practical solutions that can make a lasting, positive impact on their communities.

Interested applicants can simply submit the items below.

All project entries shall include the Entry Form Format which you can also download here or visit https://bit.ly/2025LGACEntryForm.

Email Subject: LG Ambassador Challenge - (Project Entry Name and Location)
Name:
Designation:
Organization:
Telephone Number:
Mobile Number:
Email Address:
Program location:
Project description:
What is the biggest social problem in your community and how can it be resolved?
Why should LGE and KFHI select your project:
Budget (Detailed 100-day implementation plan required, including unit price, quantity and timeline):

For supporting documents, put all photo and photo captions into a single Microsoft Word file format and landscape orientation for video attachment/s

Submit the digital format entry in not more than 20MB to email address: joaquin.espiritu@lge.com

Mr. Nakhyun Seong, Managing Director of LG Philippines, expressed his excitement for the upcoming program: "The LG Ambassador Program reflects our ongoing commitment to the 'Life's Good' philosophy. It’s an honor to support Filipino changemakers who are working hard to uplift their communities. Through this program, we aim to embrace new ideas, support innovative solutions, and create a lasting positive impact on Filipino lives.”

Take the first step toward creating a lasting impact — be part of the change and help make Life's Good for your community. Submit your entries today and turn your ideas into meaningful action!

Read More

Start Living the Good Life With LG - Over 1M Raffle Prizes To Be Won

As the nation adapts to the new normal bit by bit, people are slowly embracing a fresh start. Some people started new job opportunities, while some took the leap and started their own business in the middle of the pandemic. Some saw the birth of new families and new, bigger responsibilities. As people adjust to their new situations across the nation, we see the birth of new beginnings and how they can be the start of something amazing.

To celebrate this fresh start, LG will be holding another iteration of its widely successful Life’s Good Festival, which will run from August 5 to October 31, 2022.

FULL MECHANICS

A wide selection from LG’s product range will have special discounts and free services such as installation. Each purchase of a participating product from authorized dealers will be eligible to join the Life’s Good raffle where over one million Pesos in LG products will be given away. This includes a 55” LG OLED TV C1, a 24 cu. Ft. LG Instaview Door-in-Door Refrigerator, 19kg LG TurboWash 3D Top Load Washing Machine, 1.0HP LG DUALCOOL with Dual Inverter Split Air Conditioner, and more.

There will be a total of four raffle draws, with the first happening on September 5, the second on October 5, the third on November 5, and the final grand draw on December 2.

Celebrate new beginnings and join the LG Life’s Good Festival. For more information, visit https://www.lgpromoregistration.ph/.

Read More