LG Styler S3WW (Image courtesy of LG Electronics)
SEOUL, July 28 (Korea Bizwire) — LG Electronics has launched a new clothing care device, the LG Styler S3WW, through Japan’s crowdfunding platform “Green,” marking a strategic move to gauge market demand and bolster brand presence in one of the world’s most competitive consumer electronics markets.
The new model is a simplified, value-focused version of LG’s signature Styler, offering essential functions such as sterilization, hygiene, and drying. It features the company’s proprietary TrueSteam technology, which eliminates over 99% of odors, bacteria, and dust mites from garments.
As of July 26, the campaign had already reached 836% of its original funding goal, with pre-orders running through August 15. The official product launch is expected later this year.
LG has turned to crowdfunding in Japan not only as a marketing tool but also to test consumer interest in a market known for its high brand loyalty to domestic manufacturers—earning it the moniker “graveyard for foreign appliances.”
To overcome such challenges, LG has released a series of Japan-specific products emphasizing practicality and space efficiency. Earlier this year, the company introduced the “AeroCat Tower,” an air purifier with a built-in seat for pet cats. Last year, it launched a limited edition of its AeroFurniture table-style air purifier featuring the popular Japanese character Cinnamoroll.
In the TV segment, LG has also made significant inroads. According to market research firm Omdia, the company ranked No. 1 in Japan in 2023 for shipments of 70-inch and larger OLED TVs—its first time leading that segment.
“By tailoring products to the lifestyles of Japanese consumers, we are steadily gaining traction in this challenging market,” an LG spokesperson said, adding that the company plans to strengthen its competitiveness by expanding AI-powered features in future offerings.
Kevin Lee (kevinlee@koreabizwire.com)
