LG Names Lyu Jae-cheol as New CEO
LG Electronics has announced the appointment of Lyu Jae-cheol as its new chief executive officer, effective December 1, 2025. Lyu previously led the company’s Home Appliance Solution division, where he expanded subscription-based and direct-to-consumer business models while strengthening LG’s competitive edge in household appliances. His future focus as CEO will be to extend LG’s market-leading position in appliances across the entire company. The strategy aims to reinforce core competitiveness and unlock new growth potential.
Career Background and Achievements
Lyu joined Goldstar, now LG Electronics, in 1989 as a researcher in the Home Appliance Research Center. Nearly half of his career has been dedicated to research and development in appliances, shaping his leadership approach with deep technical expertise. Since 2021, he has overseen the Home Appliance division, guiding LG to become the world’s top appliance brand despite challenging consumer sentiment and intensifying competition. Under his leadership, flagship products maintained strong positions while new business areas such as appliance subscriptions, online sales, and B2B solutions were expanded.
Wider Organizational Changes
With Lyu’s promotion, Baek Seung-tae, formerly head of Kitchen Solutions, will take over leadership of the Home Appliance division. Baek has already strengthened global competitiveness in household appliances and is expected to further develop manufacturing strategies in response to shifting market conditions. William Cho, who served as CEO for four years, will step down to ensure a smooth transition after 37 years at LG, during which he broadened the company’s reach into mobility and commercial sectors. Additional leadership changes include promotions for Eun Seok-hyun in Vehicle Solutions and James Lee in Eco Solutions, while Kwack Do-yeong will lead LG Electronics USA.
The organizational restructuring is designed to improve efficiency and create a more agile decision-making framework. LG will maintain its four-unit corporate structure but streamline overlapping functions to enhance operational performance. The company has identified vehicle solutions and HVAC systems as key pillars for future B2B growth. Historically, LG Electronics has pursued diversification beyond appliances, and these latest changes reflect its ongoing effort to adapt to global market shifts while accelerating long-term portfolio strategies.
