LG has registered new trademarks in Russia related to heating and cooling solutions as well as brand campaigns. By steadily securing multiple trademarks in the country, the company is strengthening its intellectual property (IP) protection and communication strategy, raising expectations about a possible resumption of its local business operations.
According to the Russian Federal Service for Intellectual Property (Rospatent) on May 14, three trademarks applied for by LG between 2023 and 2024 were approved in January and March of this year. The registered trademarks are: LG Therma V, LET’S GO LG, SMILE, ON! LG.
The trademarks were registered under LG Group. Any trademark containing “LG” must be registered by the group regardless of which affiliate uses it, but it is understood that LG Electronics will be the actual user of these three trademarks. The trademarks are valid for 10 years from the date of approval and will be protected until June 2033.
“LG Therma V” is LG Electronics’ flagship high-efficiency residential heat pump heating and cooling system. The product provides an energy-efficient solution for cooling, heating, and hot water by using heat energy from the outside air. This suggests the potential for business expansion in regions with high heating demand, such as Russia. It appears that LG Electronics is proactively securing HVAC-related IP, viewing Russia as a key strategic market.
“LET’S GO LG” and “SMILE, ON! LG” are phrase-based trademarks that serve as brand messages rather than product names. They are likely to be used in future global brand campaigns or consumer communication strategies. Although these phrases have not yet been officially used in campaigns, industry observers interpret this move as a strategic step aimed at strengthening global consumer engagement and conveying the brand identity more intuitively.
LG Electronics has been actively expanding its brand portfolio in Russia through trademark registrations. In March, it also received approval from the Russian patent office for three new product names introduced at CES 2025: xboomGrab, xboomRock, FURON.
Given that these products are intended for global release, registering their trademarks in Russia suggests that the Russian market is still considered a strategic target.
(See related article: April 21, 2025 – “LG Electronics Registers New AI Software and Audio Trademarks in Russia”)
LG Electronics suspended product shipments and sales in Russia in March 2022 following the country’s invasion of Ukraine. In August of the same year, operations at its home appliance plant in Ruza were halted, and by February 2023, all official LG brand stores in Russia had closed.
However, amid signs of a limited thaw in U.S.–Russia relations following the inauguration of President Donald Trump, LG appears to be exploring the possibility of reentering the market. In March of this year, the Ruza plant temporarily resumed operations to prevent equipment deterioration. Last year, the company also partnered with Russian universities to support the development of HVAC talent.
