LG Elec opens customer experience space in Ho Chi Minh

LG Electronics Inc. announced on Friday the unveiling of a customer experience space called "Another Saigon" in Ho Chi Minh City, Vietnam, where there is a growing demand for premium home appliances, particularly among the younger generation.

Recently, Vietnam's market economy has been thriving, driven by the "Doi Moi Generation" (young people born after 1986) familiar with the Internet and social media and enjoying foreign brands and culture.

LG Electronics aims to deliver the LG Electronics brand "Life's Good" experience to Vietnamese customers through Another Saigon.

The five-story building of Another Saigon includes "ESG Zone," showcasing LG Electronics' ESG (Environmental, Social, Governance) management performance; "Objet Collection Zone," providing interior design customer experiences; and "MoodUP Stage," allowing users to change the refrigerator color by selecting their preferred color using the LG ThinQ application.

In the ESG Zone, visitors can experience AeroFurniture, demonstrating the application of recycled plastic to the exterior for practicing a circular economy; and Styler ShoeCare and ShoeCase, managing garments without the use of detergents or chemical substances.

The space also features a gaming area with LG UltraGear Gaming Monitor for enjoying shooting games; and an exhibition zone showcasing LG's core component technologies, including compressors and motors applied to washing machines, refrigerators and air conditioners. Additionally, the space offers locally produced laundry bags in collaboration with eco-friendly brands and beverages made from fair trade ingredients.

"We will expand customer experience spaces to allow international customers to experience the differentiated value of LG premium home appliances," said Kim Sung-jae, Head of LG Electronics' H&A Overseas Sales Group.

Write to Ik-Hwan Kim at lovepen@hankyung.com