K-Brands Are Going Global: LG's Southeast Asia House Party, Nongshim at a Bangkok Food Expo, and a Beauty Device Going Viral

Korean Brands Are Having a Moment — And They Know It

If you've been paying attention to how Korean companies are positioning themselves internationally lately, this week gave us a pretty vivid snapshot. From LG Electronics turning living rooms into marketing campaigns across Southeast Asia, to Nongshim heading to Bangkok to show the world why Shin Ramyun is still the gold standard of Korean instant noodles, to a beauty device campaign featuring a K-pop star racking up over 10 million views — Korean brands are doubling down on global ambition, and they're doing it with style.

Let's break it all down.

LG's "Jib-deuri" Campaign: Bringing Korean Housewarming Culture to Southeast Asia

So here's a concept that's genuinely clever. LG Electronics announced on May 22 that it's rolling out a campaign called "Jib-deuri by LG" across Vietnam, Thailand, and Indonesia. Now, if you're not familiar, "jib-deuri" — or 집들이 in Korean — literally means housewarming. It's the Korean tradition of inviting friends and family over when you move into a new home. It's warm, it's social, and it's deeply tied to the idea of making a house feel lived-in and welcoming.

LG is using that cultural concept as the backbone of a series of pop-up experiences designed to feel like stepping into an actual Korean home. The campaign kicked off on May 19 in Ho Chi Minh City, Vietnam, at a brand experience venue called "Another Saigon." The space was divided into everyday rooms — an entryway, kitchen, living room, and dressing room — each filled with LG appliances that visitors could actually interact with.

What's Actually Inside the Pop-Up?

What's really interesting is how thoughtfully the experience is designed. This isn't just a showroom where products sit behind velvet ropes. In the kitchen, visitors can make Korean-style drinks and dishes using LG's craft ice refrigerator — a model that produces several types of ice including crushed, cubed, and craft-style ice balls. In the living room, LG's air conditioners and air purifiers are on display alongside the LG StanbyME 2, a portable wireless screen that doubles as a home workout companion. And in the dressing room, there's the WashTower — an AI-powered washer-dryer combo that analyzes laundry weight, soil level, and fabric type to automatically adjust wash and dry cycles — alongside LG's Styler, a steam-based clothing care system.

After Vietnam, LG plans to bring the same experience to Thailand and Indonesia. The company is also streaming footage from the events across its YouTube and social media channels, so even people who can't make it in person get a taste of the K-lifestyle angle.

It's worth noting that LG actually previewed this approach last month in Busan, where it hosted "LG InnofFest 2026 Asia-Pacific," inviting media and partners from over 20 countries to a showcase inspired by spaces from Korean dramas. This Southeast Asia campaign feels like a natural extension of that — leaning hard into the global appetite for Korean culture and channeling it into product discovery.

Nongshim Heads to Bangkok: Shin Ramyun Takes on Southeast Asia

Meanwhile, in the world of Korean food, Nongshim — one of Korea's biggest food companies and the maker of Shin Ramyun, arguably the most recognizable Korean instant noodle brand in the world — is heading to Bangkok for Thaifex Anuga 2026.

For those unfamiliar, Thaifex Anuga is one of the biggest food and beverage trade expos in Asia. Last year alone, the event drew companies from 57 countries — over 3,200 businesses in total. This year's edition runs from May 26 to 30 in Bangkok, Thailand, and Nongshim will be there with its own dedicated booth.

The lineup Nongshim is bringing to the expo is a clear signal of where the brand is placing its bets globally:

• Shin Ramyun — the spicy red original that launched the brand's global reputation
• Shin Ramyun Toomba — a creamy, richer variation that's been gaining traction in premium markets
• Shin Ramyun Kimchi Bokkeummyeon — a stir-fried kimchi noodle variant tapping into the kimchi craze

A Nongshim spokesperson said the company is aiming to solidify its position as the leading K-food company in global markets, building on its presence at last year's Anuga expo in Europe. The phrase they used — "gifting the world with spicy happiness" — is a little corporate, sure, but the strategy behind it is sound. K-food has been on a steady international rise for years, and Nongshim is clearly not taking its foot off the gas.

A Beauty Device, a K-Pop Star, and 11 Million Views in 15 Days

Shifting gears to beauty and K-pop — because you can't have a roundup of Korean brand news without it — the skincare device brand THOME (pronounced "tome"), operated by Athome, is having a serious viral moment right now.

THOME's latest product is the "Twenty Up," a beauty device aimed at younger women in their 20s. To promote it, the brand tapped Kazuha (Fujiwara Kazuha), a member of the popular K-pop girl group LE SSERAFIM, as its brand model. The campaign video dropped on April 29, and by May 13 — just 15 days later — it had accumulated over 11.09 million views.

The video is styled like a high-fashion editorial shoot, and it leans into Kazuha's particular energy — she's known within K-pop circles for her background in classical ballet, which gives her a graceful, precise quality that translates well on camera. The campaign's core message is about supporting the growth journey of women in their 20s, which connects thematically with the product name "Twenty Up."

Audience reactions have been notably enthusiastic, with many viewers commenting that they watched the ad in full — not exactly the standard experience for most digital advertising. The buzz has also extended to the brand's PPM cream, which reportedly hit number one in sales at a pharmacy in Seongsu-dong, a trendy neighborhood in eastern Seoul that's become a hotspot for both local consumers and foreign tourists visiting Korea. The brand noted that international visitors have been among those picking up the product.

The Bigger Picture: Korean Brands Playing the Long Game

What ties all of these stories together is a consistent theme: Korean companies are no longer content to ride the coattails of the broader K-culture wave. They're actively engineering their own moments within it.

LG is converting cultural familiarity — the idea of a cozy Korean home — into a product experience. Nongshim is putting Shin Ramyun in front of food industry buyers across Asia with a clear global product strategy. And THOME is using a K-pop star not just for name recognition, but for a campaign with genuine creative resonance.

It's a good week to be watching Korean brands. And based on the numbers — 11 million video views, 57 countries at a food expo, pop-ups spanning three Southeast Asian nations — quite a few people already are.

This article is based on reports from Autodaily, Ebn, Thepowernews.