Bringing global cooling solutions to Bangladeshi homes

Gerald Sungho Chun. Sketch: TBS

Over the past few years, I've witnessed a remarkable transformation in how air conditioners are perceived in Bangladesh. What used to be seen as a luxury reserved for a privileged few has quickly become a household necessity, even beyond the major urban centres. Cities like Dhaka, Chattogram, Rajshahi, and Bogura have always driven demand, but now we're seeing a noticeable uptick in developing towns as well.

The market has matured significantly. People no longer seek just relief from the heat—they want energy efficiency, durability, and smart features that make life easier and more comfortable.

At LG, this evolving demand presents exciting opportunities. Our focus is on energy-efficient, high-performance air conditioners—especially our LG Dual Inverter series. 

These models are powered by advanced Korean technology and stand out in the market not just for their superior performance, but also for their long-term value. They remain among the most premium-priced ACs in Bangladesh, and that's a reflection of the quality and innovation we build into every unit. 

However, to reach a broader audience, we've recently introduced CKD (Complete Knock Down) assembly through one of our local partners. This move allows us to offer newer models at more competitive prices without compromising our brand promise or performance standards.

Competition in the AC market has certainly intensified, but I believe LG holds a unique position. Our edge lies in a combination of performance, innovation, and trust. Our ACs are engineered in Korea, with carefully selected components—some sourced from China—tailored specifically for the Bangladeshi climate. 

We provide AI-enabled features, rapid cooling, ultra-quiet operation, and robust air filtration systems. Most importantly, the LG name carries credibility. Consumers know they're getting strong after-sales support, reliable products, and a commitment to quality that's consistent across markets.

Sustainability and energy efficiency are no longer just buzzwords—they're priorities for the modern consumer. We've taken deliberate steps to lead on this front. All of our AC models now use R32 refrigerants, which have a lower global warming potential. Our Dual Inverter technology ensures minimal electricity consumption without sacrificing performance. Yes, these units are on the higher end of the price spectrum, but consumers are more informed than ever—they understand the long-term savings, both financially and environmentally. For us, sustainability isn't just a feature; it's a principle that informs our entire approach.

Local assembly through CKD has also helped address some supply chain hurdles, reducing our dependence on full-unit imports. However, key components like compressors and smart modules still need to be sourced internationally. Tariffs and fluctuating shipping costs are challenges we manage through a flexible supply chain that prioritises resilience and consistency.

One of the most exciting areas of innovation for us is smart technology. Our ACs are integrated with LG ThinQ, allowing users to control settings, schedule usage, and monitor energy consumption from their smartphones. This resonates strongly with tech-savvy users. We're also exploring AI-driven capabilities that will allow our ACs to learn from user behaviour, adjust cooling based on room occupancy, and respond to weather changes—all with minimal human input.

Climate change and health awareness have profoundly shaped how we design and market our products. With heatwaves becoming more frequent, we build our ACs to perform reliably under extreme temperatures. At the same time, air quality has become a real concern. Our units now include multi-stage filtration systems that tackle allergens, bacteria, and humidity—bringing not just cool air, but healthier air into people's homes. That's why our communication is evolving too—we're not just selling cooling solutions anymore; we're promoting wellness and holistic comfort.

Making our products more accessible to middle-income families is also a key part of our strategy. While our Dual Inverter models remain premium, CKD assembly has allowed us to introduce more affordable options. We work closely with our channel partners to offer EMI and instalment plans through financial institutions. This way, families can invest in quality ACs without financial strain.

Customer support remains at the heart of LG's promise. We offer nationwide after-sales service that includes professional installation, routine maintenance, and extended warranty options. Users can also take advantage of LG ThinQ's smart diagnostics for real-time support. We see service not just as a reactive measure, but as an opportunity to educate users, whether it's about energy-saving habits or filter maintenance.

Looking ahead, I see great potential for Bangladesh as a regional manufacturing hub. With the right investments in infrastructure and skill development, and supportive government policies, Bangladesh can go beyond domestic supply and serve neighbouring markets. Our current local assembly operation is just the beginning. In the next five to ten years, we hope to see Bangladesh playing a much larger role in regional AC manufacturing.

As for LG's future, we envision air conditioners evolving into intelligent, eco-conscious lifestyle products. Our mission is to lead that change through constant innovation, digital integration, and a relentless focus on sustainability. Bangladesh will be an integral part of this journey, and we're proud to bring cutting-edge global technology closer to the everyday lives of Bangladeshi consumers.

Gerald Sungho Chun is the managing director of LG Electronics Bangladesh