LG Electronics is celebrating a significant milestone as its InstaView refrigerator line marks ten years in the global market. Since its launch in 2016, this premium refrigerator has achieved remarkable sales, totaling over 5.3 million units worldwide—equating to roughly one unit sold every minute.
Innovative Design and Functionality
The LG InstaView is renowned for its unique glass panel on the refrigerator door, which transforms from opaque to transparent with a simple double tap. This innovative feature allows users to glance inside without opening the door, effectively minimizing cold air loss and maintaining optimal interior temperatures.
Rumbi Lahari Simanjuntak, Head of Product Marketing for Kitchen Home Appliance Solutions at LG Electronics Indonesia, explained that the concept of InstaView emerged from a common inconvenience: consumers frequently opening the refrigerator just to check their food and drink supplies. The “Knock Twice, See Inside” concept was developed to address this issue.
Growing Popularity in Indonesia
In the past decade, the perception of InstaView has evolved beyond just a functional feature. Consumers are also increasingly valuing the premium design and the overall experience the refrigerator offers. Rumbi noted that the acceptance of InstaView in Indonesia has been notably positive. In 2021, InstaView models accounted for about 16% of LG's side-by-side refrigerator sales, and this contribution has surged to approximately 36% in recent years, maintaining that level into 2026.
The characteristics of Indonesian society make technology like InstaView particularly relevant. Often, a single refrigerator serves multiple family members, leading to frequent door openings. Additionally, cultural practices of gathering with family and guests further increase refrigerator usage.
Energy Efficiency and Smart Technology
Another factor to consider is the tropical climate, where frequent door openings lead to hot air entering the refrigerator, forcing the cooling system to work harder to maintain stable temperatures. Jungsoo An, Product Director of Kitchen Home Appliance Solutions at LG Electronics Indonesia, emphasized that reducing the number of times the door is opened can lead to more optimal energy consumption.
“The design of the LG InstaView not only enhances the elegance of kitchens but also contributes to better energy efficiency,” he stated. LG is also embracing the era of artificial intelligence with InstaView. Rumbi highlighted how AI technology is integrated into the chipset and compressor, improving energy efficiency, reducing noise levels, enhancing product durability, and providing more precise temperature control.
Future Plans for InstaView
This advanced functionality is connected to the LG ThinQ ecosystem, allowing users to monitor and control various refrigerator functions through an app available on both Android and iOS platforms. LG plans to expand its InstaView range in Indonesia, including multi-door models equipped with ice and water dispensers, along with Craft Ice features.
To commemorate the ten-year anniversary of InstaView, LG Indonesia is running an appreciation program from September 18 to 25, 2026. One exciting feature is the LG InstaView Digital Challenge, where users who have owned an InstaView for at least five years can share their photos and experiences via direct message on Instagram. Two selected stories will win the latest LG InstaView refrigerator.
Additionally, LG is offering the LG Bright Care Service, a complimentary home visit service for thorough cleaning of InstaView refrigerators.
Source: https://inet.detik.com/consumer/d-8668704/10-tahun-lg-instaview-terjual-5-3-juta-unit-dan-makin-diminati-di-ri
