At the “Life’s Good ON AIR (Now, Everything We Do Shapes the LG Electronics Brand)” event held at the LG Twin Towers in Yeouido, CEO Cho Joo-wan (center) takes part as a radio DJ, sharing stories from employees who have embodied the “Life’s Good” brand values. (Photo courtesy of LG Electronics)
SEOUL, July 20 (Korea Bizwire) — LG Electronics is deepening employee engagement with its core brand philosophy through a company-wide internal campaign designed to inspire optimism and customer-centric innovation.
Dubbed “Life’s Good ON AIR”, the initiative reinforces LG’s commitment to its brand promise — “Life’s Good” — by highlighting how everyday actions and workplace innovation contribute to better lives.
Modeled after a radio broadcast, the campaign features stories of practical brand values set to music, creating an immersive experience that blends narrative and sound.
Launched at LG Tower in Seoul’s Yeouido district, the event is traveling across 11 LG business sites nationwide, engaging more than 15,000 employees.
In one key segment last month, CEO Cho Joo-wan spotlighted the development of the WashTower — LG’s integrated washer-dryer system — as a hallmark of human-centered design.
Observing the difficulties shorter customers faced with stacked laundry machines, one employee proposed a unified unit with centrally placed controls. The idea led to a market innovation that not only solved a problem but embodied the company’s brand ethos.
“Empathy for customer discomfort and the drive to resolve it are the starting points of our ‘Life’s Good’ promise,” said Cho. “Even small observations can spark innovations that transform lives.”
Beyond Korea, LG is extending its brand message globally through “Radio Optimism”, a digital campaign that allows users to generate personalized music broadcasts by entering uplifting messages on the website RadioOptimism.lg.com.
An AI engine pairs each submission with matching songs and custom album art, encouraging a global culture of optimism.
By blending storytelling, music, and technology, LG Electronics is turning internal branding into a lived experience — one where innovation begins with empathy and optimism shapes the future.
Kevin Lee (kevinlee@koreabizwire.com)
