Beyond the Cube

Ice to Meet You: LG’s Sungeun Kim, left, and Sangdeuk Son envision the shape of things to come from LG ice dispensers.

The right ice is nice, says LG

By LG Electronics

Ice is a silent yet crucial ingredient that can have a big impact on satisfaction. How quickly it’s made, how clean it feels and how seamlessly it fits in with your tastes and lifestyle can change the quality of your daily routine.

That’s why LG is taking a fresh look at ice.

Not just as an added feature in a refrigerator, but as a meeting point for technology, trust and real-life experience. It’s also why LG is using the term “ice solution” this year instead of “ice maker.” What matters most isn’t the simple fact that ice is being made, but how ice can transform a customer’s day for the better.

Behind every ice cube produced by an LG freezer is a team obsessed with making the experience better. We spoke with two LG executives to learn how the company is redefining ice from a simple refrigerator feature into a customer-focused ice solution.

Why did LG start to view ice not just as a refrigerator function, but as an “ice solution”?
Sangdeuk Son, Product Planning: We use the term “solution” because this is not just about making ice, but about solving everyday customer needs. From a product planning perspective, that means defining the relevant standards for hygiene, ice type and convenience, so customers can enjoy the right ice at the right moment.

Sungeun Kim, Marketing Communication: As customer expectations have shifted from functionality to lifestyle-driven value, our perspective on ice has evolved as well. Ice is now connected to everyday moments — helping to keep you hydrated while you do your daily chores; letting you enjoy that premium, café feeling at home; and supporting you when you’re busy entertaining guests. 

So, what is LG’s standard for “good” ice?
Son: From a customer perspective, good ice can be defined by three key elements: hygiene, suitability and convenience.

First, ice must be clean. Because it is consumed directly and used every day, hygiene is essential. Second, customers need the right ice for the right moment. LG’s Craft Ice works well for whiskey, crushed ice cools drinks quickly and nugget ice creates a fun, chewable experience. Third, customers want ice to be readily available whenever they need it. That includes sufficient production capacity, storage capacity and convenient access through dispensers or ice drawers.

How does customer insight shape LG’s ice innovations?
Son: Today, innovation is about more than improving ice-making technology. It’s about understanding how customers use ice in their daily lives. Ice preferences vary depending on lifestyle, beverage habits and personal tastes. By understanding those patterns, we can design more meaningful experiences.

That thinking has guided the development of ice varieties such as craft ice, mini craft ice, crushed ice and nugget Ice. Each type is designed for a specific usage or occasion. Craft Ice melts slowly to preserve flavor, while crushed ice is ideal for rapid cooling. Mini Craft Ice was developed to suit lighter, café-style beverages enjoyed at home.

Customer observations also revealed a strong preference for chewable ice options such as nugget ice and mini cubed ice. Ultimately, every innovation begins with the same question: “How can we make a customer’s moment better?”

Describe the journey that led to the LG Ice Solution.
Son: LG’s Ice Solution is the result of decades of innovation, from pioneering refrigerators with an indoor ice maker to today’s portfolio of specialized ice options. This foundation allows us to focus not only on ice-making performance, but also on the experiences that ice enables.

Kim: Because our ice technology is already well established, we can now focus on how ice fits into different customer lifestyles. Some customers want café-quality iced beverages at home, while others want ice for entertaining guests or staying refreshed throughout the day. Rather than promoting ice as a feature, we communicate how having the right ice for the right moment makes everyday life better.

This year’s ice solution digital campaign is built around the slogan, “Ice to Meet You.” What message did you want to convey through it?
Kim: The phrase may sound playful, but it carries a simple message: helping customers discover the ice that best fits their lifestyle. For some people, that might mean fresh ice for daily hydration. For others, it might mean the perfect finishing touch for a home cafe or home bar experience. The slogan was created to express those different moments in a friendly and memorable way.

Finally, can you describe LG’s “ice solution” in a single sentence?
Son: The right ice for every moment and every beverage.

Kim: More than a feature, it’s an experience customers choose every day.

LG Electronics was the first in the industry to offer alternate-shaped ice with the 2019 introduction of Craft Ice, a slow-melting, two-inch sphere. LG says having multiple ice forms helps create inspired cocktails, coffees, sodas and other cold drinks that stay chilled longer without getting watered down.

The post Beyond the Cube first appeared on YourSource News.