Culture Over Commerce: LG’s Content Shift That Paid Off

Brands are posting more than ever. Yet most content still gets ignored. LG shows the smarter play: stop pushing products, start building stories people want to engage with.
From tiny cooking reels to dog-narrated recipes, they turned Instagram into a stage for culture, not just commerce. The result? record-breaking profits in the middle of a crisis economy.
 

The takeaway is simple: Don’t chase every trend. Own the one that fits your brand and do it with consistency.

The Context: A World in Turmoil

The global economy is under strain. As Indonesia’s Ministry of Trade bluntly put it: “The world is not in a good place.” Here’s the reality brands are facing today: Layoffs are rising, especially in tech. Digital transformation is moving faster than ever; adapt or fall behind. Wars, inflation, and shifting policies are rattling markets worldwide. When wallets are tightening, consumer behavior shifts. People cut back, reassess, and prioritize essentials. For most brands, this means sales stagnate and marketing efficiency drops. But not for LG.

LG’s Numbers Tell a Different Story

While consumers are cautious, LG is thriving. 

• Q1 2025 Revenue: KRW 22.74 trillion (USD 16.5 billion)
• Operating Profit: KRW 1.26 trillion, the highest first-quarter profit in LG’s history
• For six consecutive years, LG has posted over KRW 1 trillion in profit in Q1 alone

In a time when many brands are struggling, LG is outperforming. Which raises the question: how?

The Shift: From Push to Pull

LG made a crucial pivot. Instead of relentlessly pushing products, they built cultural resonance. Take a look at @lifesgood_kitchen — LG’s community-driven Instagram account. Instead of hard-selling refrigerators and appliances, it shares creative, bite-sized stories people actually care about. The difference? It’s not just content. It’s culture.

Three Formats That Made It Work

1. Tiny Cooking Videos

Riding the #tinycooking trend, LG tapped into the oddly satisfying world of miniature food.

Why it works:

• Escapism in a stressful world: Watching tiny meals being cooked is therapeutic.
• Nostalgia & imagination: It feels playful, like a childhood toy set coming to life.

This isn’t just “cute.” It’s a way of giving audiences comfort and joy while subtly weaving LG into the frame.

2. PAWsome Recipes
Cooking tutorials narrated by a dog character using AI-generated voiceovers. Sounds quirky, but it’s a masterclass in emotional storytelling.
 

Why it works:

• Storytelling first, branding second: The hook is the dog, not the appliance.
• Emotion-led engagement: Pets + food = instant virality.
• Natural integration: Products show up organically, without breaking the flow.

It’s smart marketing disguised as entertainment.

3. Bento-Making Reels
LG also leaned into the bento-making trend on TikTok. These reels combine aesthetic visuals with practical inspiration.

Why it works:

• Visually satisfying: Perfect for scroll-stopping.
• Aspirational yet doable: Everyday people can replicate it.
• Aligned with values: Slow living, mindful eating, and care for family.

Again, the story leads. The brand follows.
 

The Lesson for Brands

The marketing landscape is saturated. More posts, more ads, more noise. But the brands that win aren’t louder. They’re smarter. LG teaches us three things: 

1. Stop chasing every trend.
2. Find the story that fits your brand.
3. Do it well and do it consistently.

Relevance is no longer about product specs. It’s about building cultural moments people want to share, save, and talk about.
 

So the real question is:
What’s the one story your brand should commit to telling?

Stay sharp in social media marketing. Follow us @unithree.