[E-Daily Reporter JAEMIN SONG ] LGELECTRONICS is expanding the distribution channels for its tumbler cleaner, “LG MyCup,” from cafes and universities to businesses and military bases. The company is also diversifying its business-to-business (B2B) revenue model by combining product sales and subscription services with display advertising and app partnerships.

LGELECTRONICS announced on the 30th that it will run the “MyCup Star” event with Starbucks Korea from the 1st to the 31st of next month for customers using MyCup.

Customers who wash their tumblers three times using the MyCup machines installed at Starbucks stores and then enter the contest via the dedicated app will have a chance to win a Starbucks e-card through a random drawing. Three thousand participants will receive free beverage coupons redeemable when using their personal cups.

The company is also expanding its supply in partnership with public institutions and military bases. LGELECTRONICS recently signed a business agreement with the Seoul Economic Promotion Agency to supply “My Cup” units to companies supported by the agency. The two organizations will jointly run a campaign to reduce the use of disposable paper cups, and a portion of the sales proceeds will be used to support young adults preparing for independent living.

Next month, the company will supply 10 “My Cup” units to the Air Force’s Osan Air Base. The plan is to help military personnel conveniently use reusable cups, such as tumblers, even while on base.

Since the launch of “MyCup,” LGELECTRONICS has secured B2B customers primarily in cafes, universities, gyms, public institutions, and corporate offices. Last year, the company supplied the product to 21 universities in Gyeonggi Province. The average daily usage of “MyCup” units installed on university campuses was more than 50% higher than the average for all installed units.

The product is also available as a subscription service that includes regular maintenance. A professional technician visits every six months to clean the lower door grille and the detergent and rinse aid dispensers, and to inspect the touchscreen and exterior. The filter mesh inside the washing tank and the water supply filter are also replaced.

LGELECTRONICS plans to utilize the display on the front of the product as an advertising medium in the future. The company will also introduce a rewards service where users can earn points by watching ads in the MyCup app and redeem them for coupons. The goal is to expand revenue streams by combining advertising and partnership initiatives with product sales and maintenance services.

MyCup cleans the inside and outside of the tumbler, as well as the lid, using 360-degree rotating cleaning blades and 65-degree high-pressure water. It offers a 30-second express cycle, a 4-minute standard cycle that includes washing and drying, and a 9-minute 50-second drying cycle. According to LGELECTRONICS, the standard cycle removes 99.999% of three types of harmful bacteria: E. coli, Listeria, and Salmonella.

Park Sang-wan, CEO of LGELECTRONICS’ MyCup Company, said, “We will create an environment where reusable cups can be used conveniently while also continuously identifying new B2B business opportunities.”