LG Electronics launched a new advertising campaign on September 21, 2026, to increase public recognition of its official online brand store, LGE닷컴, according to reports by the Korean NGO News and Global Economic. The campaign introduces a playful, phonetic reinterpretation of the site’s English domain name, spelling it out as “르게다꼼” (LGE-dot-com).
The “Lge-da-ggom” Campaign Strategy and Video Concepts
The campaign centers around promotional videos released on September 18, 2026, designed to acquaint a broader consumer base with the platform’s expanded product catalog. According to Global Economic, the campaign slogan features the phrases “남모르게, 남다르게, 올바르게 살래요” (Live secretly, differently, and rightly), which serve to introduce the digital storefront.
While historically recognized primarily for major home appliances, LGE닷컴 utilizes this marketing push to spotlight diverse home-styling categories. According to verified coverage, the platform features curated selections including furniture, lighting, interior accessories, and online-exclusive merchandise intended to let shoppers coordinate their living spaces directly through the manufacturer’s site.
Discounts and Promotional Sales Events
To coincide with the campaign rollout, LG Electronics initiated a large-scale sales event running through October 18, 2026. According to the Korean NGO News, registered members gain access to a “Namdaruge 100 Million Won Appliance Coupon Pack,” while first-time buyers purchasing home-styling products such as furniture and lighting receive discounts of up to 30%.
Additional promotional structures outlined in the company’s rollout include:
- A total of nine specialized special-price exhibitions for appliances and furniture.
- Weekly promotional events titled “Nammoreuge! Weekly Recommended Sale” and “Namdaruge Relay Brand Week.”
- Markdowns reaching up to 70% across approximately 170 appliance models and 90 home-styling brands, as reported by Global Economic.
Interactive Challenges and Executive Commentary
The campaign integrates digital engagement elements, including a “Lge Mission” prize event hosted directly on the LGE닷컴 platform and a “Lge-da-ggom Challenge” operating on official Instagram channels. According to verified reports, high-performing participants are eligible for high-end prizes, including the LG StandbyME 2 Max, the LG Hydro Tower, Artemide floor stands, and Herman Miller chairs.
Discussing the conceptual background of the project, Osungtaek, LG Electronics’ head of Korea Marketing Communications, stated that the initiative aims to creatively translate the brand’s “high-sensitivity detailism” philosophy into a witty format accessible to everyday consumers, as cited by Global Economic.
Worth a look