As the mastermind behind many of LG’s bestselling products, Kang-Hee Cha defines LG’s identity in the world of electronics. While Cha is most certainly a star designer with numerous accolades to his name, including winning the Reddot Design Award five times, he maintains a humble demeanor. He still considers himself a novice in the art of design, and continues to passionately pursue new ideas, learn about customer needs, and explore technical trends in design.
Cha believes it is the mission of the designer to always surprise customers and keep them on the edge by presenting new things. As he says, “Design is not just about elegantly styling the lives of customers. It is design’s role to transform the very way people live.” The maestro describes his own role in the design process as air management. He explains that it’s his job, “to create an ambiance for each member of the design center to experience success.” He says his candidness can sometimes be hurtful but that it’s like parenting. He laughs and says “Of course, I don’t know if the team agrees with me on this though!”