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– In January he was appointed CEO of LG Peru. What is your management approach?
Under my management, LG Peru has reinforced a consumer-centric approach, putting customer experience at the center of the growth strategy. The company not only seeks to offer innovative products, but solutions that improve people’s quality of life, prioritizing durability, efficiency and a real adaptation to the needs of Peruvian homes.
A clear example of this approach are initiatives such as ‘home visits’ (CEO visits to customers), which allow senior management to learn first-hand about the experience, expectations and level of satisfaction of users. This type of closeness, unusual in the industry, reflects LG’s commitment to actively listening to the Peruvian consumer, understanding their daily context and developing increasingly relevant proposals for the local market.
– What plans do the brand plan to implement this year?
For this year, LG Peru’s main objective is to optimize the home experience through innovation and Artificial Intelligence (AI), aligning its portfolio to the real needs of consumers.
Among the main plans, the launches of products with LG AI technology stand out; the introduction of the LG washing machine with AI DD, which detects dirt, optimizes wash cycles and adjusts water use; the launch of the LG Dual Cool air conditioner with features such as AI Air; the arrival of the television with Micro RGB and AI TV technology; and strengthening the personal and portable audio portfolio with products such as LG Xboom Mini and Xboom Buds.
– What are the brand’s growth projections for this year?
In terms of growth, LG Peru’s main objective is focused on recovering market share, especially in the television category, after a sustained contraction during the last two years. During that period, the market experienced the entry of new brands and greater competitive pressure, which directly impacted our participation.
Regarding expectations by category, we project growth higher than that of the market, with the objective of recovering and strengthening our participation. For this year we estimate growth of 8% in the refrigeration category, 9% in washing, and around 12% in the television category, reflecting a strategy focused on gaining greater relevance and market share.
Youngrok Kim, CEO of LG Peru. (Photo: LG Peru)
– Is there a commercial strategy that contributes to this category growth?
This year we are adjusting our commercial and portfolio strategy, with two main axes: Optimizing the product mix, better aligning it with the new market dynamics and consumer needs; and the incorporation of new models and technologies, strengthening our portfolio and reinforcing LG’s positioning as an innovative brand and leader in image quality.
The expected growth is mainly based on the progressive recovery of the brand’s positioning in the market, leveraged on this new portfolio, a more competitive value proposition and a more focused commercial strategy. With this, we seek to regain relevance, consumer preference and market share throughout the year.
– Faced with the hot season, has there been an increase in demand for products?
During the current hot season, we have observed a very positive dynamic in demand, driven mainly by the need for greater thermal comfort in homes. The categories with the greatest impact have been refrigeration, which leads the performance with a growth of 19% in the first two months of the year compared to the same period of the previous year. It is the category most benefited by the hot season and the most representative in this context.
The white line, which together registers a growth of 28%, reflects a greater demand for essential products for the home, especially those associated with intensive use during high temperatures. In the air conditioning category, growth of 36% has been achieved in the first two months of sales compared to 2025 and in the Residential Line, strong growth of 50% was achieved in the same period.
Additionally, significant growth is observed in the home entertainment categories: audio, with notable growth of 29%, driven by greater consumption of home entertainment experiences; and televisions, which shows an increase of 15%, maintaining a solid and constant demand.
– This year the soccer world cup will take place. Is growth in television sales estimated?
Yes, we estimate a positive impact of the World Cup on the television category. For this year, we project an annual advance of around 8% in the TV market, while at LG Peru we expect to grow approximately 12% throughout the year, as part of our strategy to recover share.
Additionally, during the months of May and June, a significant increase in demand is expected, with growth close to 30%, driven by the increase in the purchase intention of consumers seeking to renew or improve their home entertainment experience in view of the World Cup.
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– From LG, do you see a change in the profile of the Peruvian consumer? Are you becoming more demanding?
The Peruvian consumer is increasingly more informed, demanding and aware of the value of their investment. Today you are looking for products that not only offer technology, but are efficient, durable and really useful in your daily life.
Among the main trends that we observe, there is a greater interest in solutions that optimize time, energy consumption and resources; the preference for smart, easy-to-use products that automatically adapt to home habits; and a growing appreciation of brand support, after-sales service and comprehensive experience.
In this context, LG has been working on adapting products for Latin America and specifically for Peru, considering factors such as climate, energy consumption, household size and local habits. This local focus is key to offering solutions that truly connect with the Peruvian consumer.
– Do you see a segment of consumers with greater potential to serve?
Yes, we identify high growth potential mainly in the white goods category, especially in refrigerators and washing machines. Currently, the penetration levels of these products still show significant opportunities for expansion.
In the case of washing machines, only around 30% of homes have one, which reflects ample room for continued growth. In refrigeration, penetration is close to 50%, which also opens a relevant opportunity to serve new consumers. In contrast, categories such as televisions have a penetration close to 90%, which indicates a more mature market.
In particular, refrigeration is a category with strong potential, closely linked to factors such as access and consumption of electrical energy, and which has shown sustained organic growth over the last 7 to 8 years.
– On the other hand, do you estimate that product sales can grow in the digital channel or is the presence greater through physical channels?
We expect sales in the digital channel to grow approximately double compared to last year, consolidating itself as one of the main growth drivers for the brand. This performance is supported, first of all, by an expansion and strengthening of the exclusive online portfolio, which incorporates new strategic products such as projectors, as well as exclusive lines of televisions and white goods, designed to meet the new consumer needs.
Secondly, growth is driven by a highly competitive commercial proposition, which combines attractive prices with differentiating benefits such as interest-free installments, free shipping and installation, and a superior service experience. All of this reinforces consumer confidence and significantly improves the shopping experience on our digital channels.
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– Given the alert about the El Niño Phenomenon, are there concerns about home delivery of LG products?
Against the backdrop of the El Niño Phenomenon, which has brought with it a more intense and prolonged hot season compared to the previous year, we have recorded some specific delays in home deliveries, mainly in certain areas affected by heavy rains and temporary road closures. However, these cases have been specific and controlled situations.
We have preventively strengthened our logistics and supply capabilities to address this market situation. This includes more frequent supply to ensure demand coverage and the reinforcement of our last mile operation, focused on three key pillars: breadth, speed and precision.
In addition, we have expanded our logistics coverage to more than 40 regions in provinces where we did not reach before, which allows us to meet greater demand at the national level. In terms of speed, we offer competitive delivery times in line with customer expectations. In precision, we work to consistently meet committed delivery dates.
– Also, how has the use of new technologies such as Artificial Intelligence (AI) helped the growth of the company?
AI has been a fundamental pillar in LG’s growth strategy. Through LG AI, the brand managed to evolve from traditional products to intelligent solutions that learn, adapt and anticipate user needs. Technologies such as AI DD, AI Washing, AI Air, AI TV and AI Sound allow you to optimize equipment performance, improve energy efficiency and offer a more personalized experience. In addition, integration with the LG ThinQ and ThinQ ON ecosystem facilitates more efficient coordination between home devices.
This approach aligns with LG’s vision of a “zero-effort home,” where technology works intuitively to simplify everyday life, generating greater consumer satisfaction and strengthening brand value in the long term.
– What is the demand in LG’s premium segment?
The premium segment has been showing very relevant growth within our portfolio. In recent years, this segment represented approximately 7% of our sales, while today it reaches close to 11% of the total, which shows sustained and significant progress.
This growth confirms that we are doing consistent work in building value, offering consumers differentiated products, with advanced technology, superior design and strong brand support. The performance of the premium segment also reflects a greater consumer willingness to invest in higher value-added solutions and reinforces our strategy to continue promoting innovation and user experience as key pillars of growth.
