CEO Jo Joowan Becomes Radio DJ: "WashTower Developed to Solve Customer Inconvenience"

Radio DJ Concept Event for Employees
Sharing Innovation Stories such as the WashTower
Held for a Month at 11 Sites Nationwide

Jo Joowan, CEO of LG Electronics, participated as a radio DJ at a company event to communicate directly with employees.

On July 20, LG Electronics announced that it had held the 'Life's Good ON AIR (Right now, everything we do shapes the LG Electronics brand)' event to help employees internalize the company's brand value.

This event was designed to integrate the 'Life's Good' brand promise?encouraging an optimistic attitude to create a better life?into employees' daily lives and work. It also provided a platform to share examples where brand values (▲ uncompromising customer experience ▲ human-centered innovation ▲ warmth that brings a smile) were put into practice based on customer experiences. In particular, the event adopted a radio DJ concept, allowing employees to share their own stories accompanied by music.

On June 23, CEO Jo participated as a radio DJ and communicated directly with employees. As a representative example of 'human-centered innovation,' CEO Jo introduced the background behind the planning of the 'WashTower.'

At an event held on the 23rd of last month at the LG Twin Towers in Yeouido, CEO Jo Joowan (center) participated as a radio DJ, sharing stories of employees who embodied the 'Life’s Good' brand value. LG Electronics.

In the past, it was common to install a dryer separately on top of a washing machine. However, for shorter customers, the control panel of the dryer was often out of reach, causing inconvenience. Observing this, an employee proposed the 'WashTower,' which integrates both appliances into a single unit and places the control panel at the center, thereby resolving the inconvenience for customers.

CEO Jo emphasized, "Empathizing with customers' inconveniences and taking action to solve them is the starting point of the 'Life's Good' brand promise," adding, "A small observation by an employee can lead to innovations that change customers' lives for the better."

The event began at the LG Twin Towers in Yeouido, Seoul, and was held sequentially over about a month at 11 business sites nationwide, with approximately 15,000 employees participating. Key executives, including business division heads, the head of global sales, the Chief Human Resources Officer (CHO), and the Chief Technology Officer (CTO), also visited the sites to share the brand message with employees.

Since 2023, LG Electronics has been continuously conducting brand internalization activities. In 2023, the company established its visual identity through the 'Brand Reinvent' campaign and shared the meaning and brand value of 'Life's Good' internally. Last year, it ran the 'Optimism your day' campaign.

LG Electronics is also promoting its brand philosophy to customers worldwide. Recently, the company has been spreading optimism through the global campaign 'Radio Optimism,' which delivers messages of gratitude and encouragement through music. Anyone can participate in the campaign via a dedicated website.