Allowing efficient use of limited space
LG Electronics jumps into the Japanese market, putting forward with its portable screen TV, the StandbyME 2 MAX, which was recently launched in Korea. This marks the first time the StandbyME series has been released in Japan.
Although Japan is known as ‘a graveyard for foreign home appliances’ due to high loyalty to domestic brands, it is reported that LG Electronics has concluded it can target the market with its StandbyME series in response to changes in Japanese culture — such as the recent rise in single-person households to approximately 35% of all households and the growing trend toward valuing space efficiency in cramped living environments. According to industry sources, LG Electronics recently held a product-launch event for StanddbyME 2 MAX in Roppongi, Tokyo, Japan, and has begun full-scale pre-sales that will begin in September through ‘Makuake,’ a local crowdfunding platform with more than 3.3 million members.
Japan was widely known as a graveyard for imported foreign home appliances as there was practically no room for foreign home appliance companies. This is because, it was a nation that once dominated the global home appliance market with traditional powerhouse companies such as Sony, Panasonic, Sharp, and Toshiba, and took pride in its industry-leading advanced home appliance technology.
However, LG Electronics launched the StandbyME 2 MAX series in the local market for the first time, believing it possesses sufficient competitiveness given the current situation in Japan, including the recent surge in single-person households and the increasing consumer demand for TVs that offer high space efficiency in cramped living spaces.
In fact, according to the 2025 National Survey of Basic Living Conditions of the Japanese Ministry of Health, Labour and Welfare, as of June last year, Japan had 19.477 million single-person households out of a total of 55.088 million households.
LG Electronics’ StandbyME series is pioneering a new category by providing an environment where users can move the screen to any desired location and freely enjoy contents, unlike TVs and monitors that could only be used in a fixed location.
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