LG Electronics will launch a global campaign called "Ice to meet you" next month, drawing on nearly two decades of ice-making technology to reframe ice as a lifestyle experience rather than a basic refrigerator function.
The campaign's slogan plays on the phrase "Nice to meet you," positioning ice as an element that reflects customers' tastes and lifestyles. It will roll out sequentially through the end of the year, focusing on the Global South — including Asia, the Middle East, Africa and Latin America.
LG Electronics will release a video series titled "Why LG Ice Solution" across global social media channels including YouTube and Instagram. The videos show customers using various ice types — craft ice, crushed ice and cubed ice — in everyday situations, highlighting the value of what the company calls its "LG Ice Solution": clean ice available in the right form whenever needed.
A customer participation program will accompany the campaign. Through "Life's Good Kitchen," a global culinary community with about 13.7 million followers, LG Electronics plans to host an "Ice Solution Challenge" inviting participants to share their own ice experiences from daily life in photos or videos.
Participants will share their ice experiences around four themes: morning routines, post-workout refreshment, time spent with family and friends, and end-of-day relaxation. Top participants will receive prizes including refrigerators, microwave ovens and gift cards.
Through the campaign, LG Electronics aims to move ice beyond simply chilling beverages and position it as something that completes a customer's taste and lifestyle. The initiative reflects the company's goal of enriching everyday life by offering ice in forms suited to different drinks and occasions.
That differentiation is backed by 20 years of ice-making innovation. LG Electronics introduced a refrigerator with an in-door icemaker in 2006, followed by a water purifier refrigerator with ice dispensing in 2013 and a craft ice refrigerator in 2019.
Craft ice — which requires a round shape, high clarity and slow-melting properties — stands as the company's signature ice-making achievement. LG Electronics developed an ice-making system that applies heat to the ice maker so water freezes slowly from the top down, allowing air bubbles to escape naturally. The result is clear craft ice designed at 5 centimeters to fit a wide range of cups and beverages.
LG Electronics also differentiates itself by manufacturing key refrigerator components — motors and compressors — in-house. The company has automated more than 80 percent of its compressor production process and over 90 percent of its quality inspection process, and applies an AI-based vision inspection system that reads the condition of micro-components and bolt angles, bringing the defect rate down to about 0.15 percent. The company recently applied this technology in a new AI-enhanced water purifier with ice dispenser.
"Ice is no longer just a function that chills beverages — it is an experience that enriches customers' daily lives," an LG Electronics official said. "We will continue to set new standards for ice experiences, drawing on nearly 20 years of accumulated ice-making technology and customer insights."
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