Electrical appliance/LG

Editorial staff

LG Electronics (Thailand) Co announced its 2025 strategy, "Life’s Good 24/7 with Affectionate Intelligence," aiming to become a Smart Life Solution company.

Sunghan Jung, president, LG Electronics (Thailand) Co, said that LG is transforming into a Smart Life Solution Company in alignment with Future Vision 2030.

“We are integrating AI and sustainability to create seamless technological solutions for living, working, and connectivity. Our strategic framework focuses on core business growth, platform service expansion, B2B solution development, and new market exploration," he said.

Sunghan Jung

For the Thai market, Mr Jung highlighted four key strategies to connect with Thai market. There are More Insight; leveraging its proprietary Affectionate Intelligence (AI) technology to understand consumer needs and enable appliances to respond, More Integrated; developing comprehensive B2B solutions for Thai businesses, More Seamless; enhancing the online shopping experience through the LG Online Brand Shop (LG.com) and More Reliable; strengthening consumer confidence via LG Subscribe with long-term care services.

“These strategic initiatives reflect our commitment to delivering consumer-centric experiences, enhancing quality of life, and establishing LG as the definitive Smart Life Solution Company," Mr Jung said.

“Affectionate Intelligence represents the cornerstone of our 2025 strategy," explained Mr. Amnaj Singhachan, marketing head of LG Electronics (Thailand) Co.

He adds that this innovative AI approach delivers personalized experiences through three key components.

First, Connected Devices ecosystem, enhanced by the Athom acquisition, seamlessly integrates over 170 IoT brands with LG's smart products.

Second, Capable AI Agents leverage advanced generative AI and large language models within LG FURON to analyze user lifestyles and coordinate device operations while maintaining strict data privacy.

Third, Integrated Services, strengthened by the company's Microsoft partnership, combine LG products with sophisticated AI technology to deliver emotionally intelligent services. Additionally, the LG ThinQ application provides users with comprehensive remote-control capabilities for their appliances.

LG reported strong performance with 5% growth in 2024. In 2025, the company has set a target growth of 15% to 17.55 billion baht, up from 15.2 billion baht last year.

Sunghan Jung and Amnaj Singhachan

Restructuring to strengthen market leadership

To achieve, LG Thailand is implementing a new organizational structure aligned with Future Vision 2030, strengthening four key business divisions. Home Appliance Solutions, Media Entertainment Solutions , Eco Solutions and Vehicle Solutions. The company is integrating AI technology to enhance Thai households, while is evolving from hardware to content and service provision. Moreover, it also focuses on developing specialized HVAC and Thailand-specific solutions. For Vehicle Solutions, it has opportunity to enter Thai market this year.

Sales of LG via modern trade and traditional trade channels, with a current network of over 900 authorized dealers nationwide, will help drive sales by 7-8% this year and the remaining growth will be driven from new businesses including B2B (business to business), which sales portion will increase from 11% to 15%, while strengthening D2C (direct to consumer) market through the "LG.com" online platform for more convenient and faster direct consumer access. It is expanding online retail presence across various platforms, with growth targets from 7% to 15%.

“This year marks a significant expansion of LG 'Affectionate Intelligence' technology across its Thai product portfolio, enabling seamless connectivity among all LG devices. At least 40% of total new products to launch into the market in 2025, will integrate with AI technology, up from last year of 20%," Mr Amnaj said.

In its premium TV lineup, the company is introducing the LG SIGNATURE OLED M and the LG QNED evo AI Lifestyle TV, combining stunning visuals with AI-powered optimization. It is also enhancing LG air conditioning systems with AI Air technology for improved comfort and energy efficiency.

"Our product development continues to prioritize universal accessibility and personalization. The 'LG AI Brain' solution coordinates device operations through smart sensor data, while 'LG Shield' ensures robust data privacy and security," Mr Amnaj said.