"Putting Brand Values into Practice Through Good Deeds"... LG Electronics Hosts 'Life's Good Day'

'SeonDangPo' to Be Operated at Sites Nationwide
Pledges for Good Deeds Bring Rich Brand Experiences

"We will continue to put Life's Good into practice, not only for our current customers but also as we strive to provide a better life for our future customers."

Ryu Jaecheol, President and CEO of LG Electronics, pledged to uphold the brand slogan, 'Life's Good.' This announcement was made at the brand event 'Life's Good Day,' held on the 13th at the West Building of LG Twin Towers in Yeouido, Seoul.

Employees gathered at the event shared their own commitments through various messages, such as, "We will put Life's Good into practice by realizing the zero-labor home for our customers," and "We will bring Life's Good to life through an AI transformation (AX) that prioritizes the growth of people over technology itself."

Ryu Jaechul, President and CEO of LG Electronics, is greeting employees at the 'Life's Good Day' event held on the 13th at LG Twin Towers in Yeouido, Seoul. LG Electronics

On July 15, LG Electronics announced that from the 7th to the 24th of this month, it will operate the 'Life's Good SeonDangPo' at 10 sites across Korea, including LG Twin Towers in Yeouido, Magok Science Park, Changwon Smart Park, and Pyeongtaek Digital Park. President Ryu and other members of the management team will attend on different dates to encourage participation.

The SeonDangPo takes inspiration from a pawnshop—where one deposits goods and borrows money—but here, it is a place for collecting employees' pledges for good deeds and offering a variety of brand experiences. The purpose is to encourage preemptive action (先行) in both work and daily life, as well as virtuous acts (善行) that contribute to a better world. The overarching message is that collective involvement completes LG Electronics' 'Life's Good.'

At the event venue, various experiential zones are set up, such as a 'Good Deeds Display Wall' where employees share their pledges for kindness in work and everyday life, a photo booth, a curling game in which participants place stones in zones inscribed with key brand values, and an ice cream booth using eco-friendly reusable cups. Participants who complete the missions in these activity zones and receive stamps are eligible to win LG merchandise through a lucky draw.

President Ryu stated, "The word for 'good deeds' carries two meanings, and it closely resembles our organizational culture innovation slogan, Reinvent 2.0—'Reveal the Issues' and 'Execute to Win.'" He explained, "If 'Reveal the Issues' corresponds to preemptive good deeds (先行), then 'Execute to Win' embodies virtuous acts (善行) that create a better world."

He added, "Each small action taken in one's own area will combine to provide a better experience for customers and strengthen the competitiveness of the LG Electronics brand. I hope that 'Life's Good Day' will continue for 10 years, 20 years, 40 years and beyond, solidifying the brand's value."

Since 2023, LG Electronics has been running a variety of programs each year for four consecutive years to instill brand values among its employees. This year, the focus has been on providing hands-on experiences with the brand, building on the understanding accumulated over the past three years. The aim is to naturally spread a culture in which the brand's values are put into practice.

Kim Hyoeun, head of brand management at LG Electronics, commented, "A brand that is loved by customers begins with empathy and action from its members. We will continue a variety of programs so that every member can naturally put our brand's core values into everyday work and life."

This content was produced with the assistance of AI translation services.