LG Electronics Targets Japanese Consumers with Customized Strategy

Achieving 836% of Crowdfunding Target
Launching Products Focused on Efficiency and Practicality

LG Electronics is strengthening its market strategy in Japan by introducing products tailored to the practical needs of Japanese consumers.

According to industry sources on the 27th, LG Electronics recently began pre-sales of its clothing care device, the "LG Styler S3WW," through the Japanese crowdfunding platform "Green." This value-oriented model is equipped only with essential features such as sterilization, hygiene, and drying courses. It utilizes LG's steam technology, "TrueSteam," to remove more than 99% of odors, bacteria, and dust mites from clothing.

LG Styler S3WW. LG Electronics

As of the previous day, the LG Styler had achieved 836% of its crowdfunding goal, and pre-sales will continue until August 15. The official launch is scheduled for later this year. LG Electronics has been using this sales method in the active Japanese crowdfunding market to gauge market demand and enhance marketing effectiveness before launching new products.

Japan is known as the "graveyard of foreign home appliances" due to strong local brand loyalty and intense competition among electronics companies. LG Electronics has been releasing products that cater to consumers who prioritize space efficiency and practicality.

Earlier this year, LG introduced the "AeroCat Tower," an air purifier combined with a seat for cats, to the overseas market for the first time. Last year, the company launched a limited edition of the "PuriCare AeroFurniture" table-type air purifier featuring the popular Japanese character "Cinnamoroll." LG has also achieved results in the TV market. According to market research firm Omdia, LG Electronics ranked first for the first time in the annual shipment volume of ultra-large 70-inch and above OLED TVs in Japan last year.

An LG Electronics representative stated, "We continue to introduce products that match the lifestyle of local consumers," adding, "We plan to further enhance artificial intelligence (AI) features to strengthen our market responsiveness in the future."