LG电子开展“Life's Good”内部品牌文化活动

LG Electronics has launched an internal campaign called "Life's Good" that spreads brand value through small actions by its employees.
LG Electronics said on the 15th that it held a brand event called "Life's Good Day" at the LG Twin Towers in Yeouido, Seoul, on the 13th.
The event was attended by Ryu Jae-cheol, President and Chief Executive Officer (CEO) of LG Electronics, along with employees, who shared ways to put brand value into practice. "We will practice 'Life's Good' by thinking about how to deliver better lives not only to current customers but also to future customers," Ryu said at the event.
He added, "The word for good deeds, which carries two meanings, resembles the direction of 'Reinvent 2.0,' LG Electronics' (066570) slogan for organizational culture innovation." He explained, "If exposing problems is the leading action (先行) that comes first, then winning execution is the good deed (善行) that creates a better world."
"Small actions practiced by each person in their own position will come together to provide customers with a better experience and build the competitiveness of the LG Electronics brand," Ryu said. He stressed, "I hope Life's Good Day continues for 10, 20, and more than 40 years, further solidifying our brand value."
Employees who took part in the event also shared their practice goals in their work and daily lives. Participants left messages such as, "I will practice Life's Good by realizing a zero-labor home for customers," and "I will practice Life's Good through an AI transformation (AX) that prioritizes people's growth over technology itself."
From the 7th to the 24th of this month, LG Electronics is operating the "Life's Good Pawnshop" at 10 sites nationwide, starting with the LG Twin Towers in Yeouido and including the Magok Science Park, Changwon Smart Park, and Pyeongtaek Digital Park.
The "Life's Good Pawnshop" is an event space inspired by pawnshops, where items are pledged in exchange for borrowed money. It is designed to collect employees' pledges of good deeds and provide various brand experiences. It carries two meanings: the leading action (先行) of acting first in work and daily life, and the good deed (善行) of creating a better world.
Ryu and other executives also took part directly according to schedule to encourage employees' participation. The venue featured various experience spaces, including a "Good Deeds Display Wall" that shares employees' practice pledges, a photo booth, a curling game in which stones are placed on areas inscribed with the brand's core values, and an ice cream booth using eco-friendly reusable cups.
After completing each mission, participants can collect stamps to join a lucky draw and receive brand-related goods. LG Electronics plans to use the experience-centered program to encourage employees to naturally understand and practice brand value.
"A brand loved by customers begins with the empathy and practice of its members," said Kim Hyo-eun, head of brand management at LG Electronics. "We will continue various programs, including Life's Good Day, so that all members can naturally practice the brand's core values in their work and daily lives."
Meanwhile, LG Electronics has been running programs to internalize brand value for its employees for four consecutive years since 2023. This year, building on the brand understanding accumulated over the past three years, the company focused on activities that go beyond simple education to direct experience and practice.