LG taps K-wellness trend with 'Housewarming by LG' experience in Indonesia

LG Electronics Indonesia is bringing its “Housewarming by LG” experience to Indonesia, partnering with South Korean actress Shin Ye Eun to introduce consumers to a vision of connected, AI-powered living inspired by Korean lifestyles.

The immersive showcase, which opens on 25 June at LG Zona Seru in Central Park Mall, Jakarta, is designed to demonstrate how LG’s AI Home ecosystem, powered by LG ThinQ, can simplify daily routines while supporting comfort, wellness and modern living.

Inspired by the warmth and personalisation associated with Korean homes, the experience allows visitors to explore how connected home appliances can work together intuitively across a range of everyday activities, from self-care and wellness to cooking, entertainment and relaxation.

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The initiative follows previous editions held in several Asian markets, including Thailand, and forms part of LG’s broader efforts to promote smart home solutions tailored to evolving consumer lifestyles.

“LG continues to innovate with the goal of helping people lead better lives through smarter, more integrated technology. Through Housewarming by LG, we want to demonstrate that smart home appliances not only deliver advanced technology, but are also capable of creating a home environment that supports comfort, balance and wellness in everyday life,” said Ha Sang-chul, president of LG Electronics Indonesia.

As part of the programme, Shin Ye Eun welcomed media, creators and invited guests to experience a home environment inspired by Korean lifestyle and wellness practices. Through a guided journey across various themed zones, she highlighted how technology can support everyday routines, from garment care and meal preparation to spending quality time at home.

The experience includes lifestyle-focused areas such as Outer Wellness and Kitchen & Home Café, each designed to demonstrate how AI Home technologies can contribute to a more personalised living environment.

“For me, home is a place to rest and recharge after a busy day. Housewarming by LG demonstrates how technology can simplify the small routines of everyday life, giving us more time to focus on ourselves and the moments that matter,” said Shin Ye Eun.

The Outer Wellness zone focuses on clothing care as part of a self-care routine, featuring products such as the LG WashTower and LG Styler. The appliances are positioned as tools to help consumers maintain garments more conveniently while supporting day-to-day wellbeing.

“Self-care is not only about the big moments, but also the small habits we build every day. Having clothes that are comfortable and well cared for can make everyday activities more enjoyable,” the Korean star added.

Meanwhile, the Kitchen & Home Café zone showcases how connected appliances can support cooking, food management and at-home entertainment. Featured products include the LG InstaView Multi Door refrigerator, LG StanbyME 2 and the LG NeoChef Microwave Grill Inverter.

At the centre of the experience is LG ThinQ, the company’s smart home platform that connects multiple devices into a single ecosystem. Through Housewarming by LG, the brand aims to demonstrate how artificial intelligence can help create homes that are more efficient, comfortable and responsive to individual lifestyles.

By combining smart home technology with elements of Korean lifestyle culture, LG hopes to inspire Indonesian consumers to explore how connected living can contribute to a better quality of life.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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