JOSHUA X LG has officially been unveiled. This marks the entry of JOSHUA, the globally celebrated K-pop star from SEVENTEEN. He is entering India’s advertising landscape as the face of LG Electronics India’s Essential Series. The collaboration brings together JOSHUA’s international appeal and calm confidence. It also highlights his cultural fluidity. LG aims to simplify everyday life for Indian households.
In the new campaign, JOSHUA embodies the philosophy behind the LG Essential Series. This philosophy centres on the idea that real freedom begins with the little things. His association highlights how thoughtfully designed appliances such as the LG Essential Washing Machine can reduce everyday effort. These appliances free up time and energy for what truly matters in life.
JOSHUA’s presence adds a human, lifestyle-led dimension to the campaign. It resonates particularly with Gen Z and millennial audiences. These groups admire authenticity, global exposure, and meaningful simplicity. His influence shows the growing intersection of K-pop culture and Indian consumer markets. In these markets, global icons are increasingly shaping local brand conversations.
SEVENTEEN, in particular, have long been established as one of the most influential acts in global music. They are known for their powerful performances. They have a distinctive creative structure. Celebrating their 10th anniversary in 2025, their latest release HAPPY BURSTDAY landed on No.2 on the Billboard 200, tying their highest rank on the chart. Their global dominance extends beyond records. The group has become one of the world’s top three touring acts on Billboard’s 2025 Midyear Boxscore Top Tours chart.
JOSHUA, as a key member of SEVENTEEN, has been part of chart-topping releases. He has participated in record-breaking tours. He is involved in a global fan movement that transcends language and geography. Known for his composed presence and warm, grounded personality, he represents a modern kind of stardom. It is one that feels aspirational yet relatable. These qualities form the emotional core of the JOSHUA X LG partnership. They fuel anticipation for the new experiences and connections it will bring to consumers.
About JOSHUA
JOSHUA (Joshua Jisoo Hong) is a member of K-pop icon SEVENTEEN that debuted in 2015 under PLEDIS Entertainment. As a member of the vocal unit, JOSHUA brings a refreshing charm to SEVENTEEN’s sound. This is achieved with his distinctive pure voice and beautiful expressiveness. He has showcased his potential as a solo artist. This is evident through “Fortunate Change (JOSHUA Solo)” featured on SEVENTEEN’s 5th Studio Album HAPPY BURSTDAY, which debuted at No.2 on the Billboard 200. His presence in the global music scene has also shined through notable international collaborations—including New Kids On The Block’s “Dirty Dancing (Dem Jointz Remix),” Pink Sweat$’s “17 (feat. JOSHUA and DK of SEVENTEEN)” and “SLANDER’s Love Is Gone (with JOSHUA of SEVENTEEN)”—underscoring his musicality. These contributions have helped solidify SEVENTEEN’s status as true K-pop icons. Currently on their career-spanning ‘NEW_’ world tour, the group’s touring success marked a major milestone this year, ranking No. 1 among K-pop acts and No. 3 overall on Billboard’s 2025 midyear Boxscore charts.
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