LG Electronics said it chose 2026 to bring back its regional InnoFest showcase, citing the strong pull of Korean culture across Asia and improved conditions for large, in-person events.
Sunghan Kim, leader of LG’s Home Appliance Solution Company Asia Sales and Marketing Division, said the timing is aligned with the continued global popularity of the “K-wave.”
“Now is the final timing, especially for the Asian market,” he told the Philippine media, explaining why LG decided to stage the event in Busan. “We do have a lot of K-waves, and everybody wants to come to Korea,”
InnoFest, which gathers media and partners from across the region, had been on hold for years due to COVID-19.
Kim said the company had long intended to revive the event but waited for what it considered the “right timing” to maximize impact.
The return of the showcase is also one of LG’s efforts to strengthen ties in Asia, a key market for its home appliance business. The event allows partners and media to experience new products firsthand, a format the company sees as more effective than virtual launches.
At the same time, LG is maximizing its Korean identity as part of its marketing strategy, particularly among younger consumers who are increasingly influenced by K-pop, K-drama, and other cultural exports.
