Jae-cheol Lyu

Lyu joined Goldstar (now LG Electronics) in 1989 as a researcher in the home appliance research centre and has spent nearly half of his career in home appliance research and development (R&D), building deep technical expertise that has shaped his leadership approach. Since 2021, he has served as head of the H&A (now HS) company, leading LG to become the global number one home appliance brand.

Lyu joined LG Electronics in 1989 as a researcher in the home appliance research centre. Despite delayed recovery in consumer sentiment and intensifying market competition, he strengthened the leadership of flagship products while laying the groundwork for sustainable growth through continuous R&D. He also expanded HS company’s business portfolio by advancing appliance subscription services, online channel growth, and B2B business areas such as built-in appliances and component solutions.