[Edaily Reporter SOYEON KIM ] “We will put ‘Life’s Good’ into practice as we strive to provide a better life not only for our current customers but also for our future customers.” (Ryu Jae-cheol, CEO of LGELECTRONICS)

LGELECTRONICS CEO Ryu Jae-cheol made these remarks on the 13th at the “Life’s Good Day” brand event held at the West Wing of LG Twin Towers in Yeouido, Seoul.

LGELECTRONICS announced on the 15th that employees gathered at the brand event to declare their commitment to putting the brand slogan “Life’s Good” into practice. Employees in attendance shared messages containing various pledges, such as “We will put ‘Life’s Good’ into practice by realizing a ‘Zero Labor Home’ for our customers” and “We will put ‘Life’s Good’ into practice through Artificial Intelligence Transformation (AX), which prioritizes human growth over technology itself.”

LGELECTRONICS is operating the “Life’s Good Pawnshop” from the 7th to the 24th of this month, touring 10 business sites nationwide, including the LG Twin Towers in Yeouido, Magok Science Park, Changwon Smart Park, and Pyeongtaek Digital Park. Executive leadership, including CEO Ryu Jae-cheol, will attend on a rotating basis to encourage participation.

The “Life’s Good Pawnshop” is a concept modeled after a traditional pawnshop—where people leave items to borrow money—that collects employees’ pledges of good deeds and offers diverse brand experiences. It encourages employees to participate in “taking the initiative” (先行) by practicing even small acts of kindness first in their work and daily lives, as well as in “good deeds” (善行) that create a better world. The initiative conveys the message that LGELECTRONICS’ “Life’s Good” is realized through the collective participation of its employees.

The event venue featured various interactive spaces, including a “Good Deeds Display Wall” where employees shared their commitments to good deeds in work and daily life, a photo booth, a curling game where participants placed stones in areas marked with the brand’s core values, and an ice cream booth using eco-friendly reusable cups. Participants who completed missions at these stations and received stamps could win merchandise through a lucky draw.

CEO Ryu said that day, “The word ‘good deeds,’ which has two meanings, is similar to ‘identifying problems’ and ‘winning execution’ in our organizational culture innovation slogan, Reinvent 2.0.” He added, “If ‘identifying problems’ is the ‘good deed’ of taking the initiative, then ‘winning execution’ is the ‘good deed’ of creating a better world.”

He continued, “Small actions taken by each of us in our respective roles will come together to provide better experiences for customers and build the competitiveness of the LGELECTRONICS brand,” adding, “I hope ‘Life’s Good Day’ continues for 10, 20, or even 40 years or more, further solidifying our brand value.”

For the fourth consecutive year since 2023, LGELECTRONICS has been running various programs aimed at helping employees internalize the brand’s values. This year, building on the understanding of the brand accumulated over the past three years, the focus was on hands-on experiences. The company plans to use this approach to foster a culture where brand values are naturally put into practice.

Kim Hyo-eun, Head of Brand Management at LGELECTRONICS, said, “A brand loved by customers begins with the empathy and commitment of its employees,” adding, “We will continue to offer various programs so that all employees can naturally put the brand’s core values into practice in both their work and daily lives.”