[Edaily Reporter Kim Hyun-ah ] LG Uplus will expand its invitation-only events for long-term customers to 24 times a year starting next year. This represents a threefold increase from this year’s level of eight events annually, and the company plans to strengthen programs that reflect customers’ interests—such as performances, travel, and cultural experiences—beyond just discount benefits.

LG Uplus(032640)The company held a press conference on the 19th at Gonjiam Resort in Gwangju, Gyeonggi Province, to announce the results of its membership program and plans to expand customer benefits through 2027.

After analyzing approximately 32,000 pieces of customer feedback collected through Simple Lab. and customer satisfaction surveys, the company found that 46.9% of the comments related to the membership program came from long-term customers who expressed a desire for special treatment.

The company explained that this confirmed a demand for recognition of long-term usage and special experiences that can be enjoyed in daily life, rather than simply increasing the discount rate.

Accordingly, LG Uplus has been offering experiential benefits that allow customers to participate directly, such as invitations to Legoland, all-access musical events, marathon programs, and the Hwadam Forest invitation event. A total of eight invitation events were held this year.

Customer response is also evident. Search volume for “LG Uplus Membership” increased by 1,061% in August 2026 compared to January 2024. The number of users taking advantage of membership benefits also rose by approximately 190,000 in August 2026 compared to the monthly average in 2025. The customer recommendation intent index rose by 7.6% in the second quarter of 2026 compared to the first quarter of 2025. The number of monthly active users (MAU) for the U+one app reached 6.09 million in August 2026, a 17.8% increase from November 2025.

The Hwadam Forest invitation event unveiled that day is an example of experiential benefits. LG Uplus held this event for the second time, following one in April of this year. Approximately 46,000 people applied, resulting in a competition ratio of 9.2 to 1. Customers strolled along forest paths adorned with autumn foliage and enjoyed participatory programs such as a stamp tour and photo sessions.

The Biodiversity Garden, created in collaboration with the LG Corp. Sangnok Foundation, was also unveiled to event participants. Featuring over 120 plant species—including 34 native to Korea—the space allowed customers to appreciate the value of nature and biodiversity.

LG Uplus plans to increase the number of invitation-only events to 24 per year next year, while also expanding its online programs to allow more customers to participate regardless of their location. The company plans to strengthen benefits tailored to specific interests, such as fashion and travel, and broaden benefits linked to overseas memberships as well as specific regions and brands, such as Seongsu and Hannam. It will also expand benefits that are difficult for the general public to access, such as exclusive invitations to performances, as well as early ticket sales, early admission, and early access to experiences.

Jang Jun-young, Head of the Marketing Group at LG Uplus (Senior Vice President), said, “We’ve confirmed that what customers want is not simply more discounts, but special experiences tailored just for them,” adding, “Based on customer feedback, we will continue to develop our benefits to provide new joys and differentiated experiences.”