IRKOM Brief

The LG Tromm Styler represents a leading example of the Triple K model, in which a "K-corporation" develops a unique "K-product" based on a distinct aspect of Korean lifestyle—in this case, "K-laundry culture"—and pioneers a new product category on the global stage. Unlike traditional Korean companies that have modified or improved upon existing product categories developed by Western firms, the Tromm Styler is an original innovation, introducing the world’s first “clothing care system.” After establishing a domestic market, LG began its global expansion in 2015 to countries including China, the U.S., and Japan, followed by broader entry into Europe, Russia, and the Middle East, securing a leadership position in over 20 countries. Despite this success, detailed marketing analyses—such as product development, repositioning, and global expansion strategies—remain limited, especially in academic and practical use abroad. This study aims to comprehensively analyze LG Tromm Styler’s domestic and global market strategies to develop the K-Consumer Electronics Marketing Model (K-CEMM). K-CEMM will serve as a strategic marketing framework for Korean companies seeking to globalize products rooted in Korean lifestyle culture. It also aims to provide a practical and educational case study for marketing educators and professionals both in Korea and internationally.