LG Electronics is set to fully resume washing machine sales in Japan as early as this year, marking its return to the market after a 12-year absence, according to a report by the Nihon Keizai Shimbun. The South Korean tech giant has previously sold select home appliances, such as TVs and hair dryers, in Japan. Now, it aims to expand its product lineup to strengthen its foothold in the competitive Japanese market.
While LG currently holds around 10% of the Japanese TV market, its presence in other categories, such as washing machines and refrigerators, has been limited. Between 2020 and 2022, the company conducted trial sales of high-end washing machines priced at approximately 500,000 yen (about $3,205 or 4.66 million won) each. These trials revealed a growing demand in Japan for appliances equipped with drying functions, prompting LG to re-enter the washing machine market.
In addition to washing machines, LG is also considering entering Japan’s large refrigerator market, further diversifying its offerings. The move comes as competition in Japan’s home appliance sector intensifies, with other Asian manufacturers also targeting the market.
The Nikkei Shimbun highlighted that China’s Hisense will also launch drum washing machines and dryers in Japan this spring. This reflects a broader trend of high-end home appliances from Korean and Chinese brands gaining traction in Japan, challenging established local players.
LG’s re-entry into the Japanese washing machine market signals its commitment to expanding its global reach and capitalizing on the growing demand for premium home appliances.
