A strange word has been showing up in Instagram ads in Korea: “르게다꼼” (roughly, Leu-ge-da-kkom). Hard to pronounce and seemingly meaningless, it’s a new campaign from LG Electronics. Why would a company with one of Korea’s strongest brands put an unfamiliar name front and center? Drawing on an analysis by Korean marketer Bruce, here’s how this rebranding campaign was built.
LGE.com has long been seen as the place to buy LG refrigerators, TVs and washers. In November 2025, LG launched its Home Style service, expanding into furniture, lighting, fabrics and décor — moving from an appliance store toward a lifestyle platform.
The problem: a service changing doesn’t mean customer perception changes with it. The stronger the existing image, the less visible the shift. What LG needed wasn’t another new service but a moment that made people notice the change already underway.
The nickname comes from reading “LGE.com” in a playful, almost French-sounding way that sparks curiosity. The campaign then ties it to three Korean phrases ending in the same “-reuge” sound:
By repeating a sound that echoes “LGE” inside everyday expressions, the language that describes the customer’s lifestyle becomes the language that makes them remember the brand.
Brand marketers constantly need something new to say even without a launch or a sale. Forcing a new concept risks diluting identity; repeating the old story gets ignored. LG’s answer was to reinterpret an existing brand asset rather than replace it — novelty with its starting point inside the brand.
A quirky name alone can backfire: people remember the word and forget the company. Whether Leugedakkom actually shifts perception of the platform is still unknown. But because the name originates from the brand itself, recall is designed to lead back to LG.
If your business has expanded but customers still see the old version of you, ask before creating a new brand: Can your existing name, logo or slogan be read differently? Does that reinterpretation connect to the experience customers want? Does the novelty lead back to the original brand?
For the compounding power of consistency, see how Heinz was recognizable from a fry box alone.
A Korean campaign that rereads LG Electronics’ online store name, LGE.com, as an unfamiliar nickname to highlight the store’s shift from appliances to a broader lifestyle platform.
After launching its Home Style service in November 2025 with furniture, lighting and décor, LGE.com was still perceived as an appliance store. LG needed a way to make customers notice the change.
Reinterpret existing brand assets instead of replacing them, and connect that reinterpretation to what customers want, so novelty leads back to the original brand.
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