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Press Release

12/26/2005

Asia's Sweetheart Becomes LG's Spokesmodel

LG Electronics (LG), a leader in consumer electronics, announced today that Lee Young Ae, the star of Daejanggeum (English title; A Jewel in the palace), has signed a contract as the company's face for upcoming marketing campaigns aimed at the Asian market.

LG Electronics (LG), a leader in consumer electronics, announced today that Lee Young Ae, the star of Daejanggeum (English title; A Jewel in the palace), has signed a contract as the company's face for upcoming marketing campaigns aimed at the Asian market.

LG's integrated marketing campaign for Asia will kick off in January and features both advertising and promotional activities across the region. The ad campaign featuring Lee Young Ae, who played the title role in Daejanggeum, will be executed simultaneously through TV, online, mobile and print media and in public places. Lee Young Ae will also attend promotional events such as new product launch parties, concerts, fan meetings and so on.

Daejanggeum, originally produced in Korea, has recently been broadcast in Taiwan, Hong Kong, Malaysia, Indonesia and Singapore. The TV series has quickly become a phenomenon and turned Lee Young Ae into Asia's sweetheart. LG expects to capitalize on her iconic status to influence audiences in the region.

"Lee Young Ae is more than just a beautiful actress," said Mr. Sang kook Chung, Executive Vice President of LG Electronics, "While her image is sophisticated and upscale, Lee young Ae as Daejanggeum projects the aura of an out-of-box thinker and caring human being. All these images are perfectly matched with LG in the sense that LG is the innovative electronics brand that cares about customers and continues to develop next generation technology. LG hopes to reinforce brand awareness in Asia through this campaign by positioning the company as a lifestyle enhancer just as Daejanggeum always worked to break down set ideas to the benefit of the people around her in the drama."

LG's integrated marketing campaign for Asia encompasses the whole region and the entire line of LG products including Plasma TV and digital home electronics.

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