“Life.zip,” LG Electronics’ Home Enthusiast Community (Screenshot from the Life.zip homepage)
SEOUL, May 5 (Korea Bizwire) — LG Electronics is seeing rapid growth in its home-focused lifestyle community “Life.zip,” with membership more than doubling in the past two months to surpass 560,000 users, according to industry data released Sunday. If current momentum holds, the platform is expected to reach one million members by the end of 2025.
Launched in 2022, Life.zip—branded under the slogan “We can do anything at home”—caters to so-called (“집덕후” in Korean), offering a space to share and explore lifestyle trends ranging from home cooking and interior design to home fitness, pet care, camping, and parties.
The initiative reflects LG’s strategy to integrate its brand into the daily lives of customers while tapping into user-generated content for insights into evolving home culture.
More than a digital hub, Life.zip has actively expanded into the physical world through pop-up stores and experiential events that blend brand storytelling with lifestyle engagement. LG Electronics attributes much of the recent member surge to these offline activations.
From online kitchens to real-world pop-ups, the community is redefining what it means to live — and shop — at home. (Image generated by ChatGPT)
One standout event was a recent promotional post for a ceremonial first pitch at a professional baseball game between the LG Twins and Samsung Lions. The post garnered nearly 50,000 views in under two weeks, with fans sharing heartfelt photos and anecdotes, from lifelong LG Twins supporters to collectors of autographed memorabilia.
Past offline expansions have included the “Life.zip Housewarming” pop-up in Seoul’s Seongsu neighborhood in July 2024, followed by a quirky winter activation this January—a snow-covered hut installation at Gwangju’s Konjiam Resort ski slopes. The brand also participated in the 2025 Seoul Living Design Fair, where LG showcased a hybrid space featuring vintage collectibles and its latest home appliance innovations.
“Life.zip reflects LG’s commitment to understanding diverse lifestyles within the home, one of our most important business arenas,” said an LG Electronics official. “It’s evolving beyond a simple online community into an emotionally resonant platform where we build meaningful, authentic relationships with future customers.”
By positioning Life.zip as both a lifestyle hub and a brand ecosystem, LG Electronics is laying the groundwork for a new model of consumer engagement—one rooted not just in products, but in shared experience.
Lina Jang (linajang@koreabizwire.com)
