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LG Electronics (LG) has launched a new global heritage campaign, ‘Life Asks, LG Answers’, celebrating decades of innovation inspired by the changing needs of customers and the role its home appliances have played in everyday life.
The campaign officially kicked off on 14 October 2026, with the screening of its heritage film at New York's Times Square. It will gradually reach audiences worldwide through a series of short-form videos, a dedicated microsite and customer participation activities across selected regions.
Rather than simply looking back at its technological achievements, LG is using the campaign to tell a more personal story about how everyday challenges, changing lifestyles and customer feedback have shaped the products it develops.
At the heart of the campaign is the idea that innovation begins with understanding what people need, whether it involves making household chores easier, improving convenience or developing technologies that continue to serve families over many years.
The campaign officially kicked off on 14 October 2026, with the screening of its heritage film at New York's Times Square. It will gradually reach audiences worldwide through a series of short-form videos, a dedicated microsite and customer participation activities across selected regions.
Rather than simply looking back at its technological achievements, LG is using the campaign to tell a more personal story about how everyday challenges, changing lifestyles and customer feedback have shaped the products it develops.
At the heart of the campaign is the idea that innovation begins with understanding what people need, whether it involves making household chores easier, improving convenience or developing technologies that continue to serve families over many years.
How Everyday Needs Have Shaped LG's Innovations
The ‘Life Asks, LG Answers’ film takes viewers through LG's history of developing home appliances based on real-life needs, showing how seemingly simple questions from customers have led to practical technological advancements.
One example is LG TWINWash™, which was developed to address the need to wash separate loads of laundry at the same time. The system allows users to manage different types of clothing more conveniently, reflecting how an everyday household task can inspire a new approach to appliance design.
Another example is LG InstaView™, a refrigerator innovation that allows users to see what is inside without opening the door. This offers a more convenient way to check stored food and drinks while reducing the need to repeatedly open the refrigerator.
These innovations reflect the central message of the campaign, highlighting how LG has continued to respond to changing lifestyles by finding practical solutions to common household challenges.
Following its debut in New York, the heritage film is also scheduled to be screened at London's Piccadilly Circus, extending the campaign's visibility to another major international location.
Alongside the film screenings, LG will introduce additional digital content and regional activities to share stories about the relationship between its appliances and the people who use them.
The ‘Life Asks, LG Answers’ film takes viewers through LG's history of developing home appliances based on real-life needs, showing how seemingly simple questions from customers have led to practical technological advancements.
One example is LG TWINWash™, which was developed to address the need to wash separate loads of laundry at the same time. The system allows users to manage different types of clothing more conveniently, reflecting how an everyday household task can inspire a new approach to appliance design.
Another example is LG InstaView™, a refrigerator innovation that allows users to see what is inside without opening the door. This offers a more convenient way to check stored food and drinks while reducing the need to repeatedly open the refrigerator.
These innovations reflect the central message of the campaign, highlighting how LG has continued to respond to changing lifestyles by finding practical solutions to common household challenges.
Following its debut in New York, the heritage film is also scheduled to be screened at London's Piccadilly Circus, extending the campaign's visibility to another major international location.
Alongside the film screenings, LG will introduce additional digital content and regional activities to share stories about the relationship between its appliances and the people who use them.
One of the more personal elements of the campaign is ‘My Life with LG’, a customer participation initiative that began in Latin America.
Customers in Mexico, Colombia and Peru were invited to submit photographs and personal stories about LG appliances they had owned and used for many years.
Some of these stories involved appliances passed down through generations, while others reflected products that had become part of important family milestones and everyday routines.
Selected submissions were subsequently developed into digital and media content, giving customers an opportunity to share their experiences and memories associated with LG products.
The initiative brings a different perspective to the company's heritage campaign. Instead of measuring the significance of an appliance solely through its features or technology, it explores how a product can become part of a family's story over time.
Following its introduction in Latin America, ‘My Life with LG’ will expand to selected markets in the Middle East, inviting more customers to share their experiences with LG appliances.
Customers in Mexico, Colombia and Peru were invited to submit photographs and personal stories about LG appliances they had owned and used for many years.
Some of these stories involved appliances passed down through generations, while others reflected products that had become part of important family milestones and everyday routines.
Selected submissions were subsequently developed into digital and media content, giving customers an opportunity to share their experiences and memories associated with LG products.
The initiative brings a different perspective to the company's heritage campaign. Instead of measuring the significance of an appliance solely through its features or technology, it explores how a product can become part of a family's story over time.
Following its introduction in Latin America, ‘My Life with LG’ will expand to selected markets in the Middle East, inviting more customers to share their experiences with LG appliances.
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Beyond celebrating its past, LG is also connecting the campaign to its vision for the future of home living.
The company plans to build on its experience in home appliances and core technologies while continuing to explore the potential of AI-powered appliances and home robotics.
These technologies form part of LG's broader efforts to develop solutions that respond to the evolving needs of modern households, particularly as consumers look for greater convenience and more intuitive experiences at home.
Baek Seung-tae, President of the LG Home Appliance Solution Company, said the company's longstanding commitment to innovation has played an important role in building lasting customer trust.
“Our decades-long commitment to innovation has earned the enduring trust of our customers,” he said. “Building on this powerful legacy, we will continue finding new answers to our customers’ evolving needs and shaping the future of the home.”
Through ‘Life Asks, LG Answers’, LG is bringing together its history of product innovation and the personal experiences of customers who have relied on its appliances over the years.
The campaign also reinforces a simple idea that remains relevant as home technology continues to evolve: meaningful innovation is not only about introducing new features, but also about understanding the everyday needs of the people who use them.
The company plans to build on its experience in home appliances and core technologies while continuing to explore the potential of AI-powered appliances and home robotics.
These technologies form part of LG's broader efforts to develop solutions that respond to the evolving needs of modern households, particularly as consumers look for greater convenience and more intuitive experiences at home.
Baek Seung-tae, President of the LG Home Appliance Solution Company, said the company's longstanding commitment to innovation has played an important role in building lasting customer trust.
“Our decades-long commitment to innovation has earned the enduring trust of our customers,” he said. “Building on this powerful legacy, we will continue finding new answers to our customers’ evolving needs and shaping the future of the home.”
Through ‘Life Asks, LG Answers’, LG is bringing together its history of product innovation and the personal experiences of customers who have relied on its appliances over the years.
The campaign also reinforces a simple idea that remains relevant as home technology continues to evolve: meaningful innovation is not only about introducing new features, but also about understanding the everyday needs of the people who use them.
