LG Electronics Holds New Product Launch Event in Dubai... Accelerating Middle East and Africa Expansion

LG Showcase Held on 14th and 15th (Local Time)
Approximately 400 Attendees

LG Electronics is accelerating its efforts to target the Middle East and Africa markets.

LG Electronics announced on the 15th that it held a regionally tailored new product launch event, 'LG Showcase,' in Dubai, United Arab Emirates (UAE).

This is the first time in four years since 2019 that LG Electronics has held a new product launch event in this region. This year, about 400 people, including partners, distributors, and foreign journalists from 76 countries in the Middle East and Africa, attended.

LG Electronics prepared a total exhibition zone of 725㎡ and showcased a wide range of innovative products and solutions. In home appliances, it introduced the ultra-premium LG SIGNATURE 2nd generation as the flagship, along with ▲ the MoodUp refrigerator that changes color and ambiance with just a touch ▲ the one-body washer-dryer WashTower ▲ the frame-type air conditioner Artcool Gallery ▲ the table-type air purifier PuriCare AeroFurniture ▲ and a lineup of built-in kitchen appliances.

LG Electronics held a region-focused new product launch event, 'LG Showcase,' in Dubai, UAE, inviting business partners from 76 countries in the Middle East and Africa. The event, held for the first time in four years, saw more than double the number of attendees compared to the previous one. LG Electronics models are introducing the 97-inch LG SIGNATURE OLED M.
[Photo by LG Electronics]

In the TV lineup, including OLEDs, innovative screen products that attracted high attention included the LG SIGNATURE OLED M, which eliminates all cables except power to increase installation space freedom, ▲ the 2023 LG OLED evo with brighter and clearer picture quality ▲ the LG OLED Objet Collection that harmonizes with interior design ▲ and the wireless portable LG StanbyME.

LG Electronics also introduced a newly configured digital logoplay using the LG brand symbol mark 'Face of the Future' to distributors and corporate marketing managers attending the event. The digital logoplay features the application of graphic elements and motions such as smiles, winks, and greetings to the existing brand symbol. The purpose is to further strengthen emotional bonds with customers, actively engage with younger customers familiar with digital environments, and solidify its position as a premium brand.

The Middle East and Africa region is home to about one-quarter of the world’s population. It has high growth potential and a strong preference for premium products. Last year, LG Electronics’ consolidated sales in the Middle East and Africa region grew by double digits. In particular, home and system air conditioners and commercial displays showed strong growth. LG Electronics’ advantage is that it has established production bases in Saudi Arabia and Egypt, enabling timely response to demand in the Middle East and Africa. This year, the company plans to continue rapid growth by expanding customer touchpoints and offering customized experiences.

Lee Il-hwan, Executive Vice President and Head of LG Electronics Middle East and Africa Region, said, “We will strengthen our position as a premium brand by leading with various innovative products that deliver differentiated experiences tailored to the characteristics of markets with high growth potential.”