LG Malaysia Transforms Smart Home Living with New LG Subscribe Model and ATOM-U Water Purifier
In a major step forward for smart home innovation in Malaysia, LG Electronics Malaysia has officially rebranded its LG Rent-Up service to LG Subscribe, marking the beginning of a bold new era in premium appliance accessibility.
This move was announced at an exclusive event in Kuala Lumpur featuring LG Brand Ambassador and Paris 2024 Olympics Bronze Medallist Lee Zii Jia, who endorsed the company’s commitment to performance and flexibility.
LG Subscribe – From Renting to Subscribing: A New Way to Experience Technology
The transition from “Rent-Up” to “Subscribe” is more than just a name change – it’s a complete shift in how Malaysians can experience home appliances.
Instead of purchasing high-end technology outright, consumers now have the opportunity to subscribe to a range of premium LG products, enjoying all their benefits without a significant upfront financial commitment.
According to Justin Choi, Managing Director of LG Electronics Malaysia, this change reflects LG’s larger Future Vision 2030 – an ambition to evolve beyond electronics and become a Smart Life Solution Company.
“Today marks a pivotal moment in our journey to redefine how Malaysians experience premium technology,” he shared at the event. “With LG Subscribe, we reinforce our commitment to offering flexible, accessible solutions that cater to modern lifestyles.”
A Comprehensive Line-Up of Smart Appliances
LG Subscribe currently offers a curated portfolio of 10 premium appliances, including:
- LG PuriCare™ Water Purification Systems
- LG CordZero™ Vacuum Technology
- LG ArtCool™ Air Conditioners
- LG WashTower™ Laundry Solutions
All subscription plans come with 5 to 7 years of professional maintenance service, full integration with LG ThinQ smart home technology, and budget-friendly payment plans to suit every lifestyle.
This model is especially appealing to young families and urban dwellers who desire the best appliances without being burdened by ownership costs. LG’s solution-oriented approach puts user needs at the heart of the business, reflecting the company’s global “Life’s Good” philosophy.
Introducing the LG PuriCare™ ATOM-U Water Purifier
Coinciding with the rebranding is the launch of the sleek and compact LG PuriCare™ ATOM-U Water Purifier, designed to blend seamlessly with modern kitchens.
This undersink water purifier combines cutting-edge purification technology with minimalist design aesthetics.
More than just a home appliance, the ATOM-U serves as a statement of health, style, and innovation – delivering pure, safe drinking water while saving space and elevating your home environment.
“The launch of the ATOM-U alongside LG Subscribe reflects our holistic approach to innovation,” Choi emphasized. “We’re not only reinventing our products but also revolutionizing how people access them.”
As LG’s brand ambassador, Lee Zii Jia spoke passionately about the initiative. Known for his commitment to excellence both on and off the court, Lee praised LG Subscribe for offering Malaysians the freedom to pursue a better lifestyle without compromise.
“As someone who values both performance and flexibility in my life, I appreciate how LG Subscribe makes premium products accessible to more Malaysians,” he said. “This innovative approach mirrors the mindset athletes like myself live by – constantly adapting, improving, and staying ahead of the curve.”
Malaysia is the first LG subsidiary worldwide to fully adopt this subscription-based model, setting a benchmark for other regions.
The rebranding aligns LG Malaysia with similar efforts in Korea, Thailand, India, and Singapore, reinforcing the company’s global strategy to transform customer experience across all living spaces – homes, commercial spaces, mobility, and even virtual platforms.
This bold move not only places LG Malaysia at the forefront of smart living innovations, but also sets a precedent for how large tech brands can respond to changing consumer expectations.
Looking ahead, LG aims to continue expanding its product ecosystem, integrating more smart solutions that work together seamlessly via the LG ThinQ app. As Malaysian households grow more tech-savvy and environmentally conscious, subscription-based smart living could soon become the new norm.
To learn more about LG Subscribe and explore the new LG PuriCare™ ATOM-U Water Purifier, visit the official LG Malaysia website at https://www.lg.com/my or follow their updates on Facebook.
With the launch of LG Subscribe and the PuriCare™ ATOM-U Water Purifier, LG Malaysia is boldly reshaping the future of smart home living.
By blending premium innovation with user-first flexibility, LG continues to push the boundaries of what’s possible – making life truly good for every Malaysian household.
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