Award-winning home appliance manufacturer LG Electronics Malaysia (LG) had recently announced the renewal of its brand ambassador partnership with Malaysian badminton icon Lee Zii Jia, reinforcing the company's commitment to excellence and innovation in the region. 

The partnership extension marks a significant milestone in the collaboration that began in 2022, furthering LG's vision of bringing Life's Good to consumers through its advanced technologies and innovative solutions. This renewal comes on the heels of Lee's remarkable achievement in securing a bronze medal at the Paris Olympics, adding to his impressive collection of accolades.

“Lee Zii Jia embodies the same principles of excellence, precision, and continuous improvement that define LG's approach to innovation,” said Mr Justin Choi, Managing Director of LG Electronics Malaysia. 

“His dedication to perfecting his craft mirrors our commitment to developing Smart Life Solutions that seamlessly integrate technology with daily life. We're thrilled to continue this partnership as we work together to inspire Malaysians to embrace smarter, more connected living.”

Known for his explosive playing style and technical precision on the court, Lee Zii Jia had won gold in the men's singles at the 2019 Southeast Asian Games and his first BWF Super 1000 title at the 2021 All England Open. He is also the reigning Asian men's singles champion, having won the title at the Badminton Asia Championships in 2022. His recent Olympic bronze medal further cements his status as one of badminton's elite players. 

Without hesitation, Lee eagerly embraced the opportunity to extend his partnership with LG Malaysia, citing the strong alignment between his sporting philosophy and the brand's values.

“LG's vision of enhancing life through technology resonates deeply with my personal journey in badminton. Just as I strive to elevate my game through continuous innovation in technique and strategy, LG consistently pushes boundaries to make life better for everyone. I'm honoured to continue representing a brand that combines cutting-edge technology with genuine care for people's well-being,” said Lee Zii Jia. 

The partnership renewal came at a time when LG continues to lead the way in developing Smart Life Solutions that incorporate Affectionate Intelligence (AI) to create more intuitive and efficient homes. Lee Zii Jia's dynamic presence and commitment to excellence will continue to complement LG's message of seamlessly blending innovative technology with daily life to create meaningful experiences for consumers.

Throughout the partnership, Lee Zii Jia will be involved in various marketing initiatives and consumer engagement activities, helping to showcase how LG's smart solutions and AI-powered innovations can transform everyday moments into extraordinary experiences.

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