LG Begins Global Hunt for LIVE BORDERLESS(TM) Experience

One Winner Will Receive Business Class Round the World Ticket and US$100,000 to LIVE BORDERLESS(TM) for 80 Days

DUBAI, UAE, December 16 - LG Electronics (LG), a global leader and technology innovator
in consumer electronics, has launched a global campaign to find what people
would consider is the ultimate journey on Earth. The person that suggests
what the public and a panel of judges agree is a journey that epitomises LG's
LIVE BORDERLESS(TM) concept will win business class tickets around the world
and US$100,000 to spend on their 80-day odyssey.

The campaign marks the launch of LG's latest design concept
LIVE BORDERLESS(TM), a range of flat screen LCD TVs that use new technology
to reduce the screen surround or bezel, and use an edge-to-edge glass panel
to enhance the screen's sleek design attributes. The new technology marks a
radical departure from traditional LCD panel screen design.

"LIVE BORDERESS(TM) can mean different things to different
people and we want to find the person that captures the very essence of the
concept. One person may believe that to LIVE BORDERLESS(TM) means to visit
every country in the world, another may regard it as being able to travel
pole to pole and yet another may determine it means helping people across the
world have a better life," said Mr H.S Paik, President of LG Electronics Gulf
FZE.

A dedicated website, www.liveborderless.net, has been
set up by LG to allow people to enter the search. The online site will ask
people to describe what they would do if they won the business class tickets
around the world and US$100,000. Entries may be made by either uploading a
video or a written essay.

"We want people to explore their imagination and tell us what
they would do to LIVE BORDERLESS(TM)," said Mr H.S Paik.

"The public will be asked to vote for their favourite entries
and a short-list of six will then be assessed by our judging panel who will
consider which entrant epitomises the LIVE BORDERLESS(TM) concept."

The global hunt for the ultimate journey will conclude in
March 2010 when LGE will announce the winner.

Entries for LG Electronics' LIVE BORDERLESS(TM) campaign can
be made either by one minute video or a written entry of up to 300 words on
LG Electronics' dedicated website www.liveborderless.net.

About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology
innovator in consumer electronics, mobile communications and home appliances,
employing more than 84,000 people working in 115 operations including 84
subsidiaries around the world. With 2008 global sales of $44.7 billion, LG
comprises of five business units - Home Entertainment, Mobile Communications,
Home Appliance, Air Conditioning and Business Solutions. LG is one of the
world's leading producers of flat panel TVs, audio and video products, mobile
handsets, air conditioners and washing machines. LG has signed a long-term
agreement to become both A Global Partner of Formula 1(TM) and A Technology
Partner of Formula 1(TM). As part of this top-level association, LG acquires
exclusive designations and marketing rights as the official consumer
electronics, mobile phone and data processor of this global sporting event.

About LG Electronics Home Entertainment Company

The LG Electronics Home Entertainment Company is a top global player in
flat panel displays, audio players and video products for the consumer and
professional markets. LG's product areas include LCD and plasma televisions,
home theater systems, Blu-ray disc players, audio components and video
players, and plasma display panels, among others. While focusing on creating
feature-rich devices, the company is also pursuing stylish designs and
pushing technological boundaries to improve the home entertainment experience

    For media information:
    Zeina Abdalla or Shaden Abdellatif, LG-One
    Tel +971-4-3344930, fax +971-4 3344923
    Email: Zeina.abdalla@lg-one.com or Shaden.abdellatif@lg-one.com

For media information: Zeina Abdalla or Shaden Abdellatif, LG-One, Tel +971-4-3344930, fax +971-4 3344923, Email: Zeina.abdalla at lg-one.com or Shaden.abdellatif at lg-one.com