Celebrating 24 years of LG in South Africa

September is Heritage Month in South Africa, and to celebrate our nation and its diverse, beautiful people, cultures, and traditions, we are turning our attention to a long-standing and well-loved brand in South Africa: LG Electronics. A global heavyweight that’s synonymous with pushing the envelope with its state-of-the-art products, LG first opened its doors in South Africa in 1997, and has since transformed the country’s electronics, home entertainment, and home appliances industries.

Let’s look at LG’s deep-rooted heritage in South Africa, what the company has achieved and contributed during its 24 years of service, and how it will continue to empower South Africans to lead better lives through technology and innovation.

A solid foundation for global success

LG Electronics was founded in 1958 in Seoul, South Korea, and the organisation produced the country’s first radios, TVs, refrigerators, washing machines, and air conditioners. Since then, LG has evolved into a global leader in consumer electronics and home appliances, employing 83 000 people in its 128 operations around the world. LG currently comprises of four business units: Home Entertainment, Home Appliance & Air Solution, Vehicle Components and Business Solutions. The company has won numerous prestigious awards over the years for its innovative product offerings, including more than 190 honours at the 2021 CES Awards.

Pioneering technology aside, a unique differentiator that sets LG apart from other industry players is its ongoing commitment to developing people-focused products that help its customers worldwide to live better. LG’s philosophy revolves around people, sincerity, and a mission to enhance and elevate life for all – the brand’s current slogan, ‘Life’s Good’, personifies this goal. The company helps discerning consumers who explore new activities and rise to new challenges to experience more and achieve a better life, bringing added value to their lives with transformative technology and cutting-edge, highly connected products.

With these authentic principles at its core, LG continues to evolve and expand its offering to meet current and future consumer needs. This confirms its position as a smart global brand of the future. The company is also making a difference from a sustainability perspective by setting specific goals to maximise positive environmental impact and embrace an inclusive society. In 2020, LG received 432 eco-friendly product certifications, collected and processed 3 073 688 tons of electronic waste, and reduced its greenhouse gas emissions by 640 000 tons.

Building a life-changing legacy in South Africa

Bringing its global reputation for premium products with it when it set up shop in South Africa, LG grew rapidly over the first five years in the country. Since its initial success and popularity with South Africans, the company continues to deliver on its promise of life-enhancing electronics at competitive prices. From energy-saving home appliances and award-winning OLED technology that redefines the home entertainment experience, to digital signage for modern businesses, LG is setting the bar high across various sectors.

Apart from changing the lives of local consumers, the organisation also actively contributes to South Africa’s economy and the livelihood of its employees.

Deuk Soo Ahn is the President of LG South Africa, and he couldn’t be prouder of the company’s South African journey. “It’s an incredible achievement to have been serving South Africa for almost 25 years. South Africa is one of our key markets worldwide. We are immensely proud to be regarded as one of the country’s top consumer electronics brands, with South Africans continuing to choose LG time and time again,” he explains.

LG is as committed to people as it is to its intelligent, innovative product development. The company provides in-house training to help South Africans access the relevant knowledge and technical skills needed in today’s electronic display industry. But more importantly, under the LG Cares pillar, the brand has undertaken to improve society in a meaningful way. LG contributes to local social welfare initiatives, education, and cultural activities through sponsorships, partnerships, financial aid, and volunteer work. Activities undertaken with the Kolisi Foundation and Forge Academy are examples of partnerships, which allowed LG to give back to communities in need and upskill African youth to thrive in technology-driven careers.

“As a global corporate citizen, we are on a mission to create a better world for the people in the markets we operate in. By building and nurturing meaningful partnerships, developing social upliftment initiatives, and producing intelligent, innovative solutions, we are building a brand that goes far beyond electronics. We can’t wait to see what the future holds for LG in South Africa,” concludes Deuk Soo Ahn.

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