In a bold reimagination of how Malaysians experience home technology, LG Electronics Malaysia has unveiled LG Subscribe—a revamped version of its previous Rent-Up programme that now places flexibility, clarity, and user needs at its core. The announcement was made at an exclusive event graced by LG Brand Ambassador Lee Zii Jia.

With this move, Malaysia becomes the first LG subsidiary to roll out a comprehensive home appliance subscription service, offering Malaysians seamless access to premium LG technology— without the financial burden of ownership.

The rebranding also signifies LG's commitment to future-focused innovation, lifestyle integration, and consumer-centricity. Aligned with the “Life’s Good” philosophy, it reflects LG’s move beyond traditional ownership to make smart technology more accessible and everyday life more convenient.

According to Justin Choi, Managing Director of LG Electronics Malaysia, this valuable customer insight prompted LG Malaysia to follow the successful lead of Korea- and align with other subsidiaries including Thailand, India, and Singapore - by adopting the clearer, more intuitive name: LG Subscribe.

All-in-One Access to Smart Living
LG Subscribe offers a robust line-up across 10 categories-ranging from water purifiers and air purifiers to vacuum cleaners, air conditioners, washing machines, dryers, refrigerators, televisions, sound bars, and the LG Styler™. This makes it a one-stop solution for the modern household.

Subscribers enjoy professional maintenance service from 5 to 7 years and seamless integration with LG's ThinQ smart technology - all with self-service, regular visits, combine maintenance and flexible payment options designed to fit diverse budgets.

"As someone who values both high performance and everyday flexibility, I truly appreciate how LG Subscribe brings premium products within reach for more Malaysians, making quality and convenience part of our daily lives," said Lee Zii Jia.

Debuting the LG PuriCare™ ATOM-U Water Purifier: Compact, Clean, and Cutting-Edge

In conjunction with the rebranding, LG Malaysia also launched their latest innovation in water purification - the LG PuriCare™ ATOM-U Water Purifier. This sleek addition to the LG line-up combines minimalist aesthetics with cutting-edge technology in a space-saving undersink design that complements modern living spaces while delivering pure, clean water. Beyond functionality, ATOM-U enhances both health and home aesthetics.

"The combination of our LG Subscribe rebranding and the launch of the ATOM-U Water Purifier demonstrates our holistic approach to innovation - reimagining both products and how consumers access them. This philosophy will continue to guide LG as we develop solutions that make life better for Malaysians, and we're excited about the innovations we'll bring to market in the coming years," said Justin.

The event also doubled as a showcase of LG’s latest AI-driven innovations at the LG Convention 2025, highlighting a future shaped by more empathetic technology under the theme “Affectionate Intelligence.”

From AI-enhanced OLED TVs and the AI Air DualCool™ air conditioning system to AIDD-powered washers and the vibrant MoodUP refrigerator, the event highlighted LG’s commitment to creating home appliances that understand user behaviour, adapt intelligently, and enhance everyday living.

“With LG Affectionate Intelligence, we aim to free the minds of our customers, giving them the space to focus on what truly matters. Our AI supports a delightful life by turning everyday moments into joyful experiences, an effortless life by understanding your rhythm and helping life flow naturally, and a well-cared life by looking after you, your home, and the planet,” said Justin.

Curious about what “LG Affectionate Intelligence” looks like in action?

Discover LG Malaysia’s latest innovations at lg.com/my or join the conversation on Facebook at LG Malaysia.