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Earlier this year, LG introduced its new brand direction and visual identity under the

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to put the spotlight on the value of Life’s Good with a more youthful and dynamic image.

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Life’s Good’ truck at the ‘Life’s Good’ event held in South Korea

To give employees a deeper understanding of what Life’s Good is all about, the company recently unleashed its on its business sites across South Korea. For its next phase, LG is extending these efforts to customers worldwide by kicking off the campaign’s world tour this month.

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The first city to enjoy the charm of this campaign was Milan, Italy. To commemorate the start of the global campaign, LG CEO William Cho visited the vibrant, historic city in person to join local LG staff in affirming the message of Life’s Good through two major activities: a flashmob and the Life’s Good tram.

While in Italy, CEO Cho took part in the company’s flashmob at Piazza Gino Valle, where 100 employees held panels up in the air to form a 10×10 square that spelled out Life’s Good. This performance was put on to spread the power of collective efforts and trust in one another while championing the importance of adopting a joyous, can-do attitude to learn and grow together.

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Once the 100-strong team is ready to part ways with these panels, instead of being thrown away, they will be used to decorate LG’s Milan offices for daily motivation. And to ensure the campaign’s message lives on, a tram decorated with Life’s Good photos and messages will operate in Central Milan for about a month.

The first Life’s Good campaign aims to help people savor every moment of life through LG’s products and services. And with many more campaigns to come in other parts of the globe, each one will highlight LG’s positive Life’s Good message in its own unique way.

So stay tuned to be the first to learn how this colorful campaign is striking a chord with people around the world.

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    • By News Reporter
      At LG, we’ve always believed that the kitchen is the true heart of the home – a place where innovation meets creativity, and where Life’s Good can be experienced in every meal. To celebrate this spirit, LG Australia teamed up with MasterChef Australia to inspire home cooks across the country to embrace their culinary confidence. To mark the collaboration, LG Australia hosted A Taste of the Good Life – an exclusive event that gave guests an immersive culinary experience and a chance to see our innovative kitchen solutions in action.

      Held shortly after the finale of MasterChef Australia Season 17, the event brought together media and influencers at the Are Media test kitchen in Sydney. Hosted by Declan Cleary, third runner-up MasterChef contestant and LG ambassador, the event showcased how our appliances make it easier for anyone – from beginners to passionate home cooks – to create delicious meals with confidence.

      Upon arrival, guests were welcomed with a unique touch of LG hospitality: their coats were steamed and refreshed using the LG Styler, ready for pick-up at the end of the evening. Each was also gifted an LG x MasterChef Australia apron and chef’s hat to set the tone for culinary inspiration both at the event and back at home.

      The program commenced with Shannon Tweedie, Home Appliance Solutions Marketing Manager at LG Australia, who shared the story of our partnership with MasterChef Australia. Martin Kim, product specialist at LG Australia, followed with a demonstration of how features like the InstaView refrigerator contribute to great recipes by keeping ingredients fresher for longer.

      The highlight of the event was a cooking masterclass led by Declan Cleary. Together with Martin, he showcased the versatility of the LG 6-in-1 InstaView oven, walking guests through its different cooking modes while preparing a selection of dishes designed to spark inspiration for everyday cooking.
      Following Declan’s masterclass, guests participated in a series of three interactive and educational workshops. First, cocktail specialist Jenna Hemsworth led a master mixology session, where she demonstrated LG’s slow melting craft ice feature and how it can elevate any cocktail creation. Next, Are Media’s resident food stylist, Michelle Cranston, hosted a food photography masterclass, sharing her expertise on plating and capturing Insta-worthy shots. Finally, Declan Cleary returned with his “sauce it, sear it, style it” workshop, bringing the magic of MasterChef Australia to life while showcasing the fast-heating capabilities of the LG Induction cooktop.

      Throughout the event, guests also had the chance to experience our broader lineup of home and entertainment solutions – from the CordZero vacuum and StanbyME to the OLED C5 TV.
      As a nod to the iconic MasterChef Australia Mystery Box challenge, guests were invited to guess how many ingredients were stored inside our InstaView French Door Fridge. The lucky winner, announced at the end of the event, took home their very own LG InstaView fridge – fully stocked with fresh ingredients to kickstart their culinary adventures.
      Before heading home, every guest received co-branded cookware from LG and MasterChef Australia – a small but meaningful gift to keep the inspiration going long after the event.

      The response was overwhelmingly positive, with attendees praising both the interactive workshops and the practical demonstrations. More than just a showcase, A Taste of the Good Life brought our complete kitchen solution to life in a way that was fun, memorable and inspiring.
      With MasterChef Australia, we’re not just demonstrating innovation – we’re helping Australians discover new confidence in the kitchen, proving once again that when it comes to life at home, Life’s Good.
      Contributed by LG Australia
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