Why is LG Electronics creating a K-pop group?

LG Electronics has taken an unconventional route to promote its latest washer-dryer, creating a five-member K-pop-style girl group called AI-DOL.

The group has been appearing across digital screens in Seoul, including at Gangnam Station, Samsung Station, Gwanghwamun, Namdaemun and Myeongdong, initially sparking curiosity among passersby before revealing its connection to LG.

AI-DOL is a five-member idol group created by LG Electronics, with each member representing a key feature of the AI Wash Combo. The five members – Leeyeon, Moa, Sung-hyun, Hee-jae and Sua – represent the appliance's all-in-one large capacity, AI time sensing, AI washing and drying capabilities, minimal flat design and mini wash function.

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While the group's visuals give it a virtual-idol feel, at least one member, Moa, has a background as a former K-pop trainee, MARKETING-INTERACTIVE understands. She previously competed on JTBC's 2023 survival reality show R U Next?.

The campaign adopts a “Neo Y2K” concept, combining retro and futuristic elements to reflect the appliance's AI technology. AI-DOL has also released an original track, I WASH, with choreography designed to highlight the product's features.

The song was pre-released on AI-DOL's official Instagram account on 30 July. According to LG Electronics, it subsequently topped Instagram's trending audio chart, while its choreography video reached fourth place on the platform's Reels popularity chart.

The campaign has also tapped into Korea's K-pop ecosystem, with singer Choi Yena, comedian Lee Sun-min and choreographer Hyojin Choi among those participating in choreography videos for the track.

The group is set to remain active across digital channels until the end of September.

Oh Sung-taek, executive director of LG Electronics Korea Marketing Communications, said the campaign was created to give consumers a fresh way of engaging with an otherwise familiar household appliance.

“Washing machines are already a familiar essential appliance for all generations, so fresh shockwaves were needed to make customers recognise the differentiation of the latest products,” he said.

“We will continue to try new approaches in advertising strategies and creatives to offer customers unfamiliar experiences," added Oh.

This isn’t LG’s first brush with virtual idols. In 2024, the conglomerate’s mobile network operator and telecommunications arm, LG U+, had teamed up with major entertainment company SM Entertainment. The partnership allowed SM Entertainment to leverage LG U+ for its generative AI programme for the K-pop's company's virtual singer, naevis. 

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