LG Electronics CEO pledges to keep 'Life's Good' spirit alive for future customers

LG Electronics CEO Ryu Jae-cheol said the company would continue to live out its "Life's Good" brand promise by thinking carefully about how to deliver better lives to future customers.

Ryu made the remarks Monday at a brand event called "Life's Good Day," held at the west wing of LG Twin Towers in Yeouido, Seoul, where he outlined the company's commitment to putting its "Life's Good" brand slogan into practice.

LG Electronics is running a traveling brand activation called "Life's Good Seonhangpo" at 10 of its sites nationwide from July 7 to July 24, visiting LG Twin Towers, Magok Science Park, Changwon Smart Park, Pyeongtaek Digital Park and other locations.

Modeled loosely on the concept of a pawnshop — where people leave valuables in exchange for something of value — the program collects pledges of good deeds from employees in return for a range of brand experiences. The initiative carries a dual meaning: encouraging staff to practice "seonhaeng," a Korean word meaning both "doing good first" and "doing good to make the world better."

Ryu and other senior executives attended to encourage participation. "The two meanings of seonhaeng mirror the slogans of our organizational culture initiative, Reinvent 2.0 — 'surface the problem' and 'execute to win,'" Ryu said. "If surfacing the problem is the seonhaeng of acting first, then executing to win is the seonhaeng of making a better world."

He went on to say that "small actions taken by each person in their own role will come together to deliver better experiences for customers and build the competitiveness of the LG Electronics brand," adding that he hoped Life's Good Day would continue for 10, 20 or even 40 or more years, steadily strengthening the brand's value.

The venue featured a range of interactive spaces, including a "seonhaeng display wall" where employees shared their personal pledges, a photo booth, a curling game in which participants slid stones toward markers bearing the brand's core values, and an ice cream booth using eco-friendly reusable cups.

Since 2023, LG Electronics has run annual programs aimed at helping employees internalize the company's brand values. This year's edition built on three years of accumulated brand understanding, with a sharper focus on hands-on experience. The company aims to spread a culture in which brand values are practiced naturally in both work and daily life.

"A brand that customers love starts with the empathy and commitment of its people," said Kim Hyo-eun, head of brand management at LG Electronics. "We will continue to develop diverse programs so that all employees can naturally put the brand's core values into practice, both at work and in their everyday lives."