LG Electronics Malaysia has officially rebranded its appliance rental programme, LG Rent-Up, to LG Subscribe. This strategic change marks a significant shift in how Malaysians access premium home technology, offering greater flexibility and eliminating the financial burden of ownership.

Malaysia is the first LG subsidiary to implement a full-scale home appliance subscription model, reflecting a customer-first approach aligned with the company’s global mission to make innovative technology more accessible. The rebranding was driven by consumer feedback, which revealed confusion around the term “rent,” with many unsure whether it implied short-term use or a pathway to ownership. The name “Subscribe” was adopted to provide clarity and better reflect the service’s long-term, value-driven offering.

Justin Choi, Managing Director of LG Electronics Malaysia, explained that the move is part of LG’s global Future Vision 2030 to evolve into a Smart Life Solution Company.

“We aim to transform LG by enhancing customer experiences across all living spaces – from homes and commercial environments to mobility and virtual platforms,” he said. “With LG Subscribe, we reinforce our commitment to offering flexible, accessible solutions that cater to modern lifestyles – removing the financial barriers to enjoying cutting-edge appliances.”

LG Subscribe offers a curated selection of ten premium products, including LG PuriCare™ water purifiers, LG CordZero vacuum cleaners, LG ArtCool air conditioners, and LG WashTower laundry systems. Subscribers enjoy professional maintenance services lasting from five to seven years, seamless integration with LG’s ThinQ smart platform, and flexible payment plans to suit a variety of budgets.

According to LG, the service has already gained strong traction, particularly among young families who value access to high-quality appliances without significant upfront costs. Its growing popularity underscores LG Malaysia’s commitment to developing practical solutions that respond directly to the evolving needs of Malaysian consumers.

For more information, visit LG Malaysia’s official website or follow their official Facebook page.

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• Justin Choi
• LG Electronics Malaysia
• LG Subscribe
• LP Rent-Up