"Every product and technological advancement originates from everyday life," says Song Ikhwan, General Director of Sales and Marketing at LG Electronics Vietnam, regarding the company's 30-year strategy in Vietnam. LG focuses on understanding user habits and needs to create personalized solutions. "We constantly ask ourselves: What problems are users facing? Which products and technologies can provide solutions?"
This customer-centric approach has contributed to the widespread adoption of LG products in Vietnamese households. LG TVs have been a popular choice for their durability and sharp image quality since entering the Vietnamese market. In the 2000s, the brand made its mark with energy-efficient air conditioners suited to the tropical climate. Subsequently, LG pioneered inverter technology in washing machines and air conditioners, promoting "smart savings" for consumers.
In the age of AI, LG offers new experiences for modern families through products integrated with "empathetic" AI. This AI is trained to understand context, listen to needs, and proactively suggest solutions rather than waiting for manual commands. The brand states this innovation reflects its human-centered philosophy. "Technology must be both modern and relevant to life," says a representative.
For instance, the AI in 2025 LG OLED and QNED TVs analyzes ambient light, displayed content, and individual user habits to automatically adjust brightness, volume, and color tones. Viewers can control the TV using Vietnamese voice commands via webOS. The algorithm also suggests age-appropriate content when it detects children watching.
 |
A family enjoys an LG TV. Photo: LG |
A family enjoys an LG TV. Photo: LG
In the kitchen, the InstaView refrigerator remembers door opening frequency, suggests lowering the cooling compartment temperature during hot weather, and sends alerts via the ThinQ app for unclosed doors. The AI DD washing machine measures load weight, identifies fabric types, and automatically selects wash cycles and spin speeds to minimize wear and tear. This data synchronizes with the dryer above to automatically adjust its settings.
The DualCool AI Air conditioner uses intelligent AI Air technology to automatically adjust temperature, airflow direction, and speed according to the environment. Its human detection sensors identify user locations, adjusting airflow for children and the elderly to prevent thermal shock or respiratory problems.
In the workspace, the LG gram laptop incorporates AI for both offline (on-device) and online (cloud-based) processing, optimizing the user experience.
 |
LG's front-load washer and dryer are integrated with empathetic artificial intelligence, optimizing operating efficiency. Photo: LG |
LG's front-load washer and dryer are integrated with empathetic artificial intelligence, optimizing operating efficiency. Photo: LG
The entire ecosystem is managed through the LG ThinQ app. Users can check air purifier status, schedule rice cooking, activate quick wash modes, or stream content from their phones to the TV with a single touch. All data is stored locally according to LG's security standards.
Three decades of technological advancement have solidified LG's presence in the Vietnamese market. For many years, the brand has held the number 1 position in various product categories, from premium OLED TVs and washer-dryers to air purifiers.
Furthermore, LG products have received numerous technology awards in Vietnam. Notably, at the 2024 Tech Awards, LG was the only TV brand to win two awards: "Best TV of the Year" for the OLED evo M4 and "Best Mainstream TV" for the QNED86. LG also received the "Outstanding Air Purifier Brand 2024" award for the third consecutive year at the same event. The LG AI DD 2.0 washing machine received the "Most Innovative Washer and Dryer Technology of the Year" award at the Editors' Choice Awards.
A brand representative affirmed that these awards demonstrate LG's technological impact and validate its sustainable development strategy based on the philosophy of empathy. "After 30 years, our technological journey in Vietnam continues with a consistent presence in every family—driven by an unchanging philosophy of empathy," says Song Ikhwan.
Hoai Phuong
