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LG Uplus opens seven-storey product showroom targeting Gen Z

Inside the new LG Uplus store.

South Korean telecom giant LG Uplus has opened a seven-storey product showroom in southern Seoul by partnering with local popular establishments as part of a broader effort to capture young customers.

The building, including its underground floor, in the posh southern district of Gangnam houses a cafe, a bookstore and a photo studio popular among South Korean millennials and the younger Generation Z, or those born after the mid-90s.

LG Uplus said the store allows visitors to experience its 5G services and content, such as augmented and virtual reality, although it does not directly sell the company’s products.

The telecom operator said it also partnered with Google to set up a filming studio for YouTubers. Visitors to the building can take part in live YouTube broadcasts by reserving a spot through an app.

LG Uplus has recently focused on beefing up its services to cater to tech-savvy younger generations.

The carrier said in July that it started live-shopping broadcasts on its online store that allow users to directly interact with shopping hosts via live chats.

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