At first it was K-pop culture that took the world by storm, and now Korean housewarming culture, where guests are welcomed into a home to experience how someone truly lives, is starting to make its mark.
That’s certainly the case for electronics brand LG, which has launched 'Housewarming by LG', reinterpreting Korea’s trending lifestyle into an experiential marketing campaign designed to bring the country’s signature housewarming culture to Southeast Asian consumers.
The campaign invites local audiences into curated lifestyle spaces designed to feel like real homes, where they can discover LG home appliances through K-lifestyle touchpoints including running, K-beauty, personal styling, and everyday routines.
Rather than presenting products in a conventional showroom format, the experience encourages visitors to move through residential-style spaces that reflect real living environments, allowing them to experience LG appliances first-hand.
Each venue is crafted to resemble an actual home, from the entryway to the kitchen, living room, and dressing room, offering a natural way to interact with LG’s appliances.
In the kitchen, visitors can try making Korean-style drinks and recipes using LG’s refrigerator with ice and water dispenser. In the living room, LG’s air conditioner and air purifier work in tandem to maintain optimal temperature, humidity, and air quality, while the LG StanbyME 2 invites guests to experience both home workouts and everyday relaxation. In the dressing room, the LG WashTower uses AI to analyse laundry weight, soil level, and fabric type, while the LG Styler showcases effortless clothing care and personal styling.
And of course, the experience wouldn’t be complete without a
K-pop face or two. To help drive attention, LG has partnered with K-pop artist
MINHO (SHINee) and actor Shin Ye Eun, each fronting a distinct, character-led
lifestyle space that reflects how different individuals live, rest, and move
through their day.
MINHO’s Space centres on an active, social lifestyle built around running and meaningful moments, while Ye Eun’s space reflects a more personal, aesthetically driven lifestyle rooted in K-wellness and quiet individuality.
LG also collaborated with MACHO’s SACHUNKI, a creative partner known for spatial storytelling grounded in K-culture. The partnership helps ensure the environments carry genuine cultural credibility, translating K-lifestyle aesthetics into a cohesive and immersive brand experience.
“Southeast Asia has one of the most vibrant K-culture-engaged consumer bases in the world,” said Jaeseung Kim, regional CEO of LG Electronics Asia Pacific. “Housewarming by LG is our way of opening our doors to local consumers and showing how LG’s Affectionate Intelligence truly understands how people live.”
The campaign launched on May 19 at Another Saigon, a brand experience venue in Ho Chi Minh City, and will roll out across the region with stops in Thailand on June 4 and Indonesia on June 23, creating immersive lifestyle spaces where consumers can explore LG appliances in authentic, everyday settings.
LG will extend the campaign beyond physical venues through behind-the-scenes and highlight content from each pop-up, shared across its YouTube channel and social platforms.
Campaign's take: As demand for in-real-life experiences continues to grow, the campaign feels well-timed. By anchoring the concept in K-lifestyle that Southeast Asian audiences already embrace, it uses culture as a bridge that's likely to resonate with millennial and Gen Z consumers. At the same time, it also reflects how difficult it's become for brands to cut through, and leaning on K-culture, especially K-pop talent, has become a reliable way to capture attention. Predictable, yes, but in an increasingly crowded landscape, it’s hard to fault brands for sticking with what works.
