Electronics brand LG Electronics has appointed Lyu Jae-cheol as CEO, effective Dec. 1, as the company prepares for structural changes in 2026 to improve efficiency and support growth in new business areas.
Lyu previously led the LG Home Appliance Solution (HS) Company, where he worked on growing B2B operations, subscription-based services, and direct-to-consumer models. LG said his priority as CEO is to strengthen the company’s core businesses, especially home appliances, while improving customer value across all divisions.
Lyu joined Goldstar, the predecessor of LG Electronics, in 1989 as a researcher in the Home Appliance Research Center. He spent almost half of his career in research and development roles. Since 2021, he led the H&A Company, now known as the HS Company. During this period, he pushed for continued product development and introduced services such as appliance subscriptions. He also expanded online channels and strengthened LG’s presence in areas like built-in appliances and component solutions.
The leadership change follows William Cho’s decision to step down as CEO. Cho served for four years and worked on expanding LG’s portfolio beyond home appliances into mobility and commercial solutions. He introduced LG’s long-term strategy to become a Smart Life Solution Company. His focus included improving performance in core businesses, expanding B2B operations, increasing direct-to-consumer initiatives, and growing the company’s presence in markets across the Global South.
To support LG’s B2B expansion, Eun Seok-hyun, head of the Vehicle Solution Company, and James Lee, head of the Eco Solution Company, have been promoted to president. The company also appointed Kwack Do-yeong as Region Representative of LG Electronics North America and head of LG Electronics USA. Kwack previously worked in sales and strategy roles within the HS Company.
As part of its 2026 reorganization, LG will keep its four-Company structure. The company plans to combine similar functions across units to streamline work and make decisions faster. With Lyu moving to the CEO role, executive vice president Baek Seung-tae will lead the HS Company. Baek previously managed the Kitchen Solutions Business and has experience in global appliance production. The heads of the Media Entertainment Solution, Vehicle Solution, and Eco Solution Companies will continue in their roles.
LG is also setting up new groups focused on high-potential areas such as HVAC systems, webOS services, and robotics. The HS Company will create an HS B2B Overseas Sales Division and elevate the Built-in and Cooking Business Division. A new HS Robotics Lab will be formed under Research Fellow Lee Jae-wook.
The Media Entertainment Solution Company will merge its TV and IT Businesses into one Display Business and create a Display Product Development Group. It will also raise the webOS Advertisement Business Department to Business status.
The Eco Solution Company will launch new divisions for applied HVAC solutions, mergers and acquisitions, and overseas sales. Within the Chief Technology Office, LG will establish labs focused on advanced research for home appliances and next-generation computing.
LG will also form the AX Center by combining the DX Center and Business Process Innovation Division. Led by senior vice president Cho Jung-bum, the AX Center will oversee companywide AI adoption.
All structural changes take effect Dec. 1, 2025, while promotions take effect Jan. 1, 2026.
- Lyu Jae-cheol becomes CEO.
- William Cho steps down after four years as CEO.
- Eun Seok-hyun and James Lee are promoted to president.
- Kwack Do-yeong is appointed Region Representative of LG Electronics North America and head of LG Electronics USA.
- Baek Seung-tae becomes head of the HS Company.
- New units are created for robotics, HVAC solutions, webOS services, display development, advanced research, next-generation computing, and companywide AI operations.