Generation Z 'LG Crew' 4th Term Launches... Discovering Customer Experiences with LG Electronics

Scheduled to Join LG Electronics Customer Research Operations

LG Electronics is once again seeking differentiated customer experiences from the perspective of the 'LG Crew' and Generation Z this year.

On the 12th, LG Electronics held the launch ceremony for the 4th LG Crew at ‘Ground220’ in Yangpyeong-dong, Yeongdeungpo-gu, Seoul. The ceremony was attended by 20 LG Crew members selected through a competitive process with a 27:1 ratio, along with Kwon Hyuk-jin, Executive Director and Head of LG Electronics LSR Customer Research Center.

On the morning of the 12th, LG Crew is taking a commemorative photo at 'Ground220' in Yeongdeungpo-gu, Seoul, where the inauguration ceremony is being held. / Photo by LG Electronics

The LG Crew is a program operated by LG Electronics since 2021 to understand Generation Z, the future customers, and share insights with them from the perspective of customer experience. Initially run as a design crew focused on design concepts, it was renamed LG Crew last year and now proposes positive experiences in Generation Z’s daily life, culture, and activities.

Executive Director Kwon said, "We welcome you who will observe today with a new perspective, envision the future, and create amazing experiences for tomorrow," adding, "I hope the LG Crew will have opportunities for learning and growth through business practical experience, and LG Electronics will have opportunities to reflect Generation Z customers’ insights and ideas in products and marketing."

The 4th LG Crew, operating this year, will be closely involved in LG Electronics’ customer research work, reflecting feedback from previous cohorts. They will be divided into five teams and participate in customer experience discovery projects in various areas such as LG Electronics CX Center researchers, customer communication, products and services, and spaces.

Various mentoring programs will also be conducted, including seminars where they can receive fresh stimuli in a new environment and hear stories behind the product development process, as well as tours of various customer experience spaces operated by LG Electronics. The results of the six-month activities will be shared at the final presentation.

Lee Yeon-jae (23), selected as a member of the 4th LG Crew, said, "I am glad to have the opportunity to get closer to LG Electronics’ products and services," and expressed hope that "through the role of connecting our generation with LG Electronics, I can have new experiences."