"Not Yet in China" LG Electronics Unveils New Product with 'Confidence'

New OLED and QNED TV Lineup Unveiled
Upgrades from Affectionate Intelligence to Enhanced Picture Quality
"China Has Caught Up Physically, But Not Yet in Intelligence"

LG Electronics has unveiled new OLED (Organic Light Emitting Diode) and QNED (Quantum Nano Emitting Diode) TV models to firmly maintain its leadership in the global premium TV market. The focus was on implementing Affectionate Intelligence (AI) to provide practical convenience during use.

Regarding the pursuit by Chinese TV manufacturers, LG Electronics drew a clear line, stating, "They have built muscle, but not yet the brain." Technologically, the significantly enhanced picture quality and the ability to deliver vivid and consistent colors have reportedly attracted love calls from the art world to Hollywood in the United States.

"Not Yet in China" LG Electronics Unveils New Product with 'Confidence'

Baek Seonpil, LG Electronics TV Product Planning Manager, is explaining the differentiated AI features, unparalleled picture quality, and exceptional convenience of the 2025 LG OLED and QNED TV new products. Provided by LG Electronics

On the 11th, LG Electronics unveiled the '2025 LG OLED·QNED TV New Models' at LG Science Park in Gangseo-gu, Seoul. Key officials, including Baek Seonpil, Executive Vice President and Head of TV Product Planning at LG Electronics, attended the briefing. EVP Baek emphasized that the core of LG Electronics' OLED TV new technology is the AI processor 'Alpha 11,' developed in-house, stating, "It delivers the most perfect black while showing consistent colors."

LG Electronics plans to strengthen its dominance in the global premium TV market through a 'dual-track strategy' using its flagship premium products: OLED TVs and premium LCD TVs, QNED TVs. The newly unveiled models incorporate various AI features and new technologies that significantly enhance picture quality. LG Electronics explained that they have strengthened the competitiveness of the new products by focusing on the core elements of premium TVs. The world’s only 'True Wireless Audio Video' solution that transmits 4K·144Hz video without loss or delay and the proprietary smart TV platform 'webOS' have also been upgraded.

LG Electronics showcased the 'smartness' of OLED and QNED TVs through demonstrations. When asked to find Korean crime movies based on true stories, the TV recommended films such as Silmido and Memories of Murder. When asked, "I’m going on a 3-night, 4-day trip to Paris; please plan the itinerary," the TV recommended suitable YouTube content or generated detailed answers in text using generative AI.

However, rapid pursuit by Chinese companies remains a challenge in the global premium TV market. Brands like TCL are quickly expanding their presence with low-price strategies. EVP Baek Seonpil addressed these concerns, saying, "Having bought and used Chinese TVs myself, price is indeed an advantage," but added, "While Chinese companies have gained hegemony in areas like glass and panels, they still fall short in the OS, which can be considered the brain of the TV."

Heo Seung-hyun, head of the AI Service Development Team at LG Electronics, is demonstrating the 'AI Chatbot' feature that analyzes causes and suggests solutions when questions or problems occur during TV use through the AI button embedded in the Magic Remote. Provided by LG Electronics

◆ Affectionate Intelligence (AI) that Recognizes Customers = The 2025 LG OLED·QNED TVs feature a dedicated AI button on the remote control held by customers. This allows easy access to AI functions from any screen. When the TV is off and the AI button is pressed, the AI analyzes usage history and viewing environment to recommend search keywords and viewing programs. 'Voice ID' distinguishes users by voice to switch accounts and provides optimized content and picture modes for each user. Pressing and holding the AI button activates voice recognition, and the large language model (LLM)-based 'AI Search' fulfills customer requests.

◆ OLED Evo up to 3 Times Brighter... QNED with Enhanced Color Reproduction = This year’s new models also apply new technologies that uniquely elevate picture quality. The 2025 LG OLED Evo achieves a maximum brightness up to three times that of standard OLEDs. The brighter screen maximizes contrast to express images vividly.

The OLED-dedicated AI processor 'Alpha 11' further enhances the picture and sound quality of OLED Evo. It subdivides the TV screen at the pixel level to provide uniform picture quality. Gaming features have also been added. For the first time in the industry, 4K content is displayed at a variable refresh rate of up to 165Hz. Graphics technologies such as NVIDIA's 'G-SYNC Compatible' and AMD's 'FreeSync Premium' are applied to smoothly display fast-moving games.

The 2025 LG QNED TV, a premium LCD lineup, also enhances picture quality with new technology. The existing quantum dot elements have been improved with a new high color reproduction technology called 'Dynamic QNED Color Solution,' which enhances color reproduction. It can express images in realistic pure colors as seen by the human eye.

◆ "True Wireless Solution"... Evolution of webOS = LG’s true wireless AV solution, first introduced in 2023, is the only one in the world that transmits up to 4K·144Hz video without loss or delay. By eliminating unnecessary cables except for power, it increases space utilization and creates a cleaner indoor environment. Peripheral devices previously connected to the TV body can now be connected to a separate 'Zero Connect Box.'

LG Electronics’ proprietary smart TV platform 'webOS' has also evolved. This year, a game-dedicated hub called 'Gaming Portal' was added to facilitate easy access to various game apps. To allow existing TV customers to use the new features, LG offers free upgrades for five years through the 'Renew Program.'

LG Electronics will start selling the 2025 LG OLED·QNED TV new models on the 18th through its online brand shop and plans to sequentially launch them in global markets. Park Hyungse, President of LG Electronics’ MS Business Division, said, "The 2025 new models focus on affectionate intelligence features that provide practical benefits in daily life," adding, "We will elevate customers’ TV viewing experience to a new level through tangible AI functions."