LG Electronics celebrates 25 years of uninterrupted presence in Argentina, consolidating itself as one of the technology brands most chosen by local consumers and reaffirming its commitment to industrial development, innovation and people's well-being. From the opening of its representative office in 1988 to the official formation of the subsidiary LG Electronics Argentina S.A. On July 17, 2000, the company has accompanied the evolution of the country, adapting to different contexts.

This quarter of a century in the Argentine market has witnessed LG's firm commitment to local growth. The company has developed solid industrial and commercial structures, including the manufacturing of products in Tierra del Fuego, the expansion of its distribution channels and the positioning of its premium product lines, from OLED televisions to smart appliances.

"These 25 years in Argentina not only mark a trajectory, but a deep relationship with the country and its people. LG has been present in homes, accompanying consumers with innovation, quality and closeness. Today, more than ever, we renew our commitment to the future"said Enrique Laffue, CEO of LG Electronics Argentina.

Among the most notable milestones are the introduction of the first LCD and plasma screens in the 2000s, leadership in TV and white goods during the years of technological expansion, the launch of its ecosystem of smart products with LG ThinQ, and the incorporation of AI in home appliances under the concept of Affectionate Intelligence, an empathetic artificial intelligence, designed to understand, learn and improve people's daily lives.

In 2024, the company launched its new global rebranding, renewing its visual identity and revitalizing the motto “Life’s Good”, with a clear invitation: to live life in a more optimistic way, with technology that inspires emotions, closeness and memorable experiences.

Projections

With the experience of these 25 years and a user-centered vision, the Korean company sets its eyes on the future with a comprehensive strategy that combines cutting-edge technology, sustainability and closeness to the Argentine consumer. In an increasingly connected market, it is committed to strengthening its ecosystem of smart products and services, expanding its offer in categories such as AI, automated home and energy efficient solutions. "We want to be the brand preferred by Argentine customers, that its employees fall in love with, that attracts its investors, distributors, retailers and partners, and that is respected by its competitors. We want to continue being an engine of innovation, growth and opportunities for Argentina", adds Laffúé.

In addition, it will continue to promote the development of local talent, promoting technological training, collaborative work and inclusion as pillars for a more sustainable and humane operation. The company sees Argentina not only as a key market, but also as a fertile space to create shared value with its partners, its strategic partners and its teams.

With a trajectory marked by transformation, LG celebrates its 25 years in Argentina with its sights set on the future, one that is more connected, more human and more optimistic. And to commemorate its anniversary, from July 14 to 31 there will be up to 25% discount on selected products in the LG Shop.