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The Sun
2 days ago
- Business
- The Sun
LG Malaysia rebrands rent-up to LG subscribe, unveils LG PuriCare™ ATOM-U Water Purifier
LG Electronics Malaysia has unveiled a major shift in how Malaysians can access cutting-edge home appliances — by rebranding its LG Rent-Up programme to LG Subscribe. This move, launched at an exclusive event featuring LG Brand Ambassador and Paris 2024 Olympic Bronze Medallist Lee Zii Jia, positions Malaysia as the first global LG subsidiary to fully adopt the home appliance subscription model. The new branding reflects LG's shift from traditional product ownership to a modern, flexible subscription approach, aligning with its 'Life's Good' philosophy — making innovative technology more accessible and affordable for everyone. 'Customers were confused by the term 'rent' — unsure if it meant short-term use or eventual ownership,' said Mr. Justin Choi, Managing Director of LG Electronics Malaysia. 'By moving to 'LG Subscribe', we're providing clarity and aligning with successful strategies already in place in Korea, Singapore, India, and Thailand.' The rebrand is part of LG's Future Vision 2030, which aims to evolve the company into a Smart Life Solution Company, delivering intelligent, connected experiences across homes, businesses, transport, and digital platforms. 'This marks a pivotal moment for how Malaysians experience premium technology,' Justin said. 'LG Subscribe removes the financial barriers of upfront ownership — and offers flexibility for modern lifestyles.' Subscribers can choose from a range of 10 premium products, including the LG PuriCare™ Water Purifier, LG CordZero™ vacuums, LG ArtCool™ air conditioners, and the LG WashTower™. These come bundled with 5 to 7 years of professional maintenance, LG ThinQ™ smart integration, and customisable payment plans. The service is gaining popularity, particularly among young families seeking affordable ways to equip their homes with high-end appliances. Olympian Lee Zii Jia applauded the initiative at the event: 'As someone who values both performance and flexibility, I admire how LG Subscribe makes premium products more accessible. 'It's a smart way of living — always adapting and evolving, just like in sports.' To mark the rebranding, LG also launched its latest innovation — the LG PuriCare™ ATOM-U, a sleek under-sink water purifier designed for minimalist spaces. With advanced purification technology, a compact design, and aesthetic appeal, ATOM-U promises both functionality and elegance for modern homes. 'The combination of LG Subscribe and ATOM-U reflects our holistic approach to innovation,' added Justin. 'We're not just rethinking products — we're transforming how people experience them.'
Rakyat Post
06-06-2025
- Business
- Rakyat Post
LG Transforms Home Living With ‘'Subscribe'' Model & ‘'Affectionate Intelligence'' Technology
Subscribe to our FREE LG Electronics Malaysia announced its strategic rebranding at an exclusive event today featuring Lee Zii Jia, the Paris Olympics Badminton Men's Singles Bronze Medallist and LG Brand Ambassador. After receiving feedback from customers, LG is rebranding its LG Rent-Up to LG Subscribe for a clearer and more intuitive name. Justin Choi, Managing Director of LG Electronics Malaysia, said the valuable customer insight prompted LG Malaysia to follow the successful lead of Korea and align with other subsidiaries in Thailand, India, and Singapore. Choi added that the company is transforming into a Smart Life Solution Company by connecting and enhancing customer experiences across all living spaces. The idea is to move beyond consumer electronics to deliver intelligent solutions to improve everyday life. Following this evolution, LG Subscribe offers a robust line-up of 10 premium products including popular innovations such as: LG PuriCare water purification systems LG CordZero vacuum technology LG ArtCool air conditioning LG WashTower laundry solutions The LG Subscribe service includes professional maintenance service from 5 to 7 years and a seamless integration with LG's ThinQ smart technology, all with flexible payment options to fit diverse budgets. Introducing the new LG water purifier The launch today also introduced LG's latest innovation, the LG PuriCare ATOM-U Water Purifier, available in Silver and Solid Black colours. The sleek addition to the LG home line-up combines minimalist aesthetics with cutting-edge technology in a space-saving undersink design. The LG PuriCare ATOM-U Water Purifier's purifying system is certified by the Water Quality Association (WQA) to ensure your water stays clean and healthy for consumption. In Stage 1, the Pre-Carbon Block+ helps remove nine type of heavy metals (mercury, lead, arsenic, cadmium, iron, aluminium, copper, manganese, zinc). Meanwhile, in Stages 2 to 4, the Ultra Filtration removes various germs and fine particles including 99.99% of norovirus and other harmful contaminants. Image: Adeline Leong/TRP Image: Adeline Leong/TRP Image: Adeline Leong/TRP Image: Adeline Leong/TRP The tap also comes with UVnano Sterilization which automatically sterilizes the inside of the tap nozzle for 10 minutes every hour. In addition of its cleaning features, the tap can be swiveled 180 degrees which enables users to utilise their kitchen space more efficiently. The LG PuriCare ATOM-U Water Purifier also comes with volume and hot temperature controls. In line with LG's Smart Life Solution, users can monitor their water usage and track sterilization history via the LG ThinQ app. Experiencing LG's ''Affectionate Intelligence'' technology During LG's showcase, attendees got a front row seat to the company's Affectionate Intelligence (AI)-enhanced consumer electronics that further demonstrated LG's commitment as a Smart life Solution Company. Why call it ''affectionate''? LG wants to emphasise its vision of a future where technology does not just automate tasks but understands, adapts, and enhances the overall human experience in day to day life. Our AI-powered consumer electronics demonstrate how we're creating solutions that understand real human needs rather than forcing users to adapt to technology. These innovations learn from your behaviours to anticipate needs before you even express them, giving you more time for what truly matters. Justin Choi, Managing Director of LG Electronics Malaysia Some of these innovations shown during the AI showcase include LG's latest OLED televisions featuring advanced AI picture and sound processing that automatically optimises viewing experiences, the LG AI Air DualCool air conditioning system that learns usage patterns and automatically adjusts temperature and airflow, and the LG MoodUP refrigerator with customisable LED door panels that change colours and that comes with a built-in Bluetooth speaker which help transforms the ambiance at home. Massage chair LG MoodUP refrigerator with customisable LED door panels. Image: Adeline Leong/TRP Aside from home and kitchen appliances, attendees were treated to an exclusive first look at the LG Healing-Me Arte Massage Chair, which won the 2024 Red Dot Design Award. The massage chair features a soft, curved design with ergonomic comfort and intuitive controls. With Affectionate Intelligence at its core, LG Malaysia invites everyone to embrace a new era of smarter, easier, and healthier living – making Life's Good at every touchpoint through technology that truly understands and cares. For more information on LG Malaysia, please visit LG's official website Share your thoughts with us via TRP's . Get more stories like this to your inbox by signing up for our newsletter.
