The Story Behind “Life’s Good with LG”

How the People of LG Electronics Have Made Headway for a Better Life

Where did the phrases “Most reliable LG appliances” and “Life’s Good with LG” come from? In fact, these phrases, often enunciated by Koreans during major life events like weddings or moving, have a rich history. Brave Optimists: The People of LG Electronics is a brand book that compiles stories from current and former employees of LG Electronics across different fields and departments. The behind-the-scenes stories that span different eras reveal how LG Electronics has influenced lives worldwide—from washing machines to refrigerators—in its rigorous effort to create a better world. The book offers an authentic glimpse into the values of LG Electronics, highlighting the dedication of its people to designing products with the ‘people’ in mind.

Why was the ultra-light ‘Gram’ laptop initially promoted with the heaviest weight out of all their more lightweight samples? What motivated LG to develop an air conditioner to combat dengue fever mosquitoes in the faraway country of Indonesia? What’s the story behind the ambitious goal to achieve ‘0% supplier inventory’? The stories of these ‘Brave Optimists,’ who have built LG Electronics by focusing on people rather than just business, inspire readers in an unexpected way. This book captures the company’s brave optimism—the belief that better technology can make everyone feel that “Life’s Good.” It shares the untold efforts and passion for a mission that LG Electronics has quietly invested over the years, with insights beyond what only employees might know.