Press Release

11/30/2006

LG's Chocolate Phone Tastes Additional Success with the Design for Asia Award 2006

LG Electronics (LG), a worldwide leader in mobile design and technology, has won the 'DFA Grand Award' in Product Design category from the Design for Asia Award 2006 competition for its premium million-selling mobile handset, the Chocolate Phone. This product design-focused prize is LG's fourth since the Chocolate Phone's global release this year - it is already a multiple award-winner in design and customer satisfaction, with kudos coming from iF product design award 2006 and red dot award: product design 2006, as well as the Mobile Choice Consumer Awards 2006.

LG Electronics (LG), a worldwide leader in mobile design and technology, has won the 'DFA Grand Award' in Product Design category from the Design for Asia Award 2006 competition for its premium million-selling mobile handset, the Chocolate Phone. This product design-focused prize is LG's fourth since the Chocolate Phone's global release this year - it is already a multiple award-winner in design and customer satisfaction, with kudos coming from iF product design award 2006 and red dot award: product design 2006, as well as the Mobile Choice Consumer Awards 2006.

The Chocolate Phone is also the first phone within the Black Label Series. Black Label conjures up images of sensuality and style, and these traits will be reflected in all products launched under the LG Black Label series which is first of its category in mobile phone sector.

Organized by the Hong Kong Design Centre (HKDC), the DFA Grand Award is the main trophy for the Design for Asia Award 2006, and is given to products with outstanding design excellence, impact on Asian lifestyle, influence in Asia and commercial success.

The HKDC award presentation ceremony was held at the Hong Kong Convention & Exhibition Centre on November 30, 2006. Jin Kim, Vice President of LG Electronics' Corporate Design Center, accepted the trophy on behalf of LG Electronics. Ms. Kim also gave a presentation titled "The FORM follows our EMOTION" at a special session of the Business of DesignWeek 2006 conference, which was held just before the awards ceremony.

"We've all heard that 'less is more'," said Kim. "One of the key success elements of the Chocolate Phone was also its simple and minimalist design. In addition, we created a total product experience in the Chocolate Phone. The name, look, feel, features - all combine to give the Chocolate Phone a touch of fun, and provide points of emotional attachment for users."

Chang Ma, Vice President of Marketing Support Team, Mobile Communications Company of LG Electronics, said "Leveraging Chocolate Phone's excellent design, its marketing strategy to attract customers was also successful. Within seven months, LG recorded more than 6 million units sold, and we expect sales to continue to increase now that the Chocolate Phone is available in four colors."

The Chocolate Phone's primary focus is design, which is not just about look but also about other sensorial aspects. This handset was carefully designed to offer an exquisite tactile experience as well. With its four colors - black, white, pink and deep red wine, it sets a new standard in mobile phone design with its sleek and minimalist look, and is the first mobile phone to incorporate a light-up touch keypad. Combined with its fade-away LCD screen it creates a continuous, smooth, black surface.

LG's award-winning Chocolate Phone will be also displayed at the Innovation & Design Expo at the Hong Kong Convention and Exhibition Centre from November 29 through December 1, 2006.
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