Bangkok, 13 August 2026 - LG Electronics (Thailand) Co., Ltd. hosted the "A Taste of Effortless Living" press conference to update its first-half 2026 operational performance and announce its strategic business direction for the second half of the year. Under the concept "LG Make It Yours. Make It Easy," the announcement reinforces LG's position as a Smart Life Solution Company, dedicated to leveraging advanced technology to truly simplify and elevate the quality of life for Thai consumers in every dimension.

 

 

During the event, Mr. Sunghan Jung, President, LG Electronics (Thailand) Co., Ltd., shared about the company's vision and continuous growth in the first half of 2026: “During the first half of the year, LG strengthened its business foundation through 12% growth in our B2B sector, particularly in commercial HVAC (Heating, Ventilation, and Air Conditioning) and ID (Information Display) solutions. This was coupled with the success of the LG Subscribe model, which saw its user base grow by over two times year-on-year, reflecting continuous positive feedback from consumers. This stable growth serves as a crucial foundation that enables us to further expand into the direct-to-consumer (D2C) segment in the second half of the year. It also reinforces our position as a trusted brand that has continuously grown alongside Thai society, as we proudly enter our 38^th year.”

 

 

Mr. Amnaj Singhachan, Head of Marketing, LG Electronics (Thailand) Co., Ltd., revealed insights reflecting the shifting behaviors of Thai consumers, which formed the basis for the second-half strategy driven by three key pillars:

• When sales channels are no longer a limitation for consumers: Today’s purchasing decisions by Thai consumers are driven by omnichannel behavior rather than relying solely on physical storefronts. Therefore, LG is accelerating its channel expansion under the Easy to Own strategy. Currently, LG's network covers over 950 authorized branches nationwide, alongside the elevation of LG.com into a seamless platform for the Direct-to-Consumer (D2C) channel. Furthermore, data indicates that budget constraints often delay young consumers from adopting premium innovations. In response, LG is expanding its product lineup within the LG Subscribe service to remove financial barriers and accelerate purchasing decisions.
• When 'time' becomes the primary factor in decision-making: On another front, LG found that Thai consumers are shifting their purchasing criteria from "functional usage" to "time-saving and life management." This shift resulted in an impressive 30% growth for premium products in the first half of the year, significantly outpacing the overall market average. LG is advancing its Easy to Live strategy through “AI in Action” innovations that anticipate needs and adapt to actual usage behaviors. This is offered alongside products designed under “The New Everyday K-Lifestyle” concept, which seamlessly blends premium design with Thai living spaces. Additionally, the LG ThinQ app now boasts over 1 million active users, reflecting a strong demand to efficiently connect and manage home appliances through a single platform.
• When after-sales service is just as important as price: LG’s consumer behavior survey also highlighted that confidence in after-sales service impacts the purchase of high-ticket items as much as the product's functionality itself. LG has thus announced a new standard under its Easy to Trust strategy: “LG Best Care.” This initiative aims to upskill technicians to ensure maximum professionalism and safety, while extending home service hours in Bangkok and its vicinity until 9.00 p.m. (Monday–Friday) to suit modern urban lifestyles. This is complemented by Smart Diagnosis technology, which allows customers to troubleshoot initial issues via the app, reducing the need to wait for a technician. Furthermore, LG Subscribe customers benefit from Worry-Free Maintenance for ultimate peace of mind throughout their product's lifespan.

 

In addition, LG reaffirms its commitment to Global Sustainability Standards through the development of energy-saving technologies, E-waste management systems, and Universal Design innovations (LG Comfort Kit). These efforts are certified by S&P Global Top 1% and SBTi, demonstrating that the convenience LG offers to consumers grows in tandem with sustainable environmental and social responsibility.

 

Concurrently, in Q3, LG is preparing to celebrate its 38^th anniversary with the largest promotional campaigns of the year throughout August and September, delivering exceptional value and special experiences to consumers as a gesture of gratitude for their continuous trust in the brand.

 

“From the insights we have gathered over the first half of the year, we are confident that our business direction aligns perfectly with the true needs of Thai consumers in terms of accessibility, usability, and trust. This will serve as a strong foundation to drive LG Thailand’s overall performance in 2026 to firmly achieve our targeted growth,” Mr. Amnaj concluded.