Managing director HyunWooLee shows some of the products under LG's new Health+ collection, which focuses on health care and environmental conservation. The full line consists of 27 models - 12 washing machines, eight refrigerators, four airconditioners, one vacuum cleaner, one microwave oven and one dishwasher.)

Sales of LG Electronics' home appliances in Thailand soared 15% in the first quarter, the highest increase in Asia, despite the bad economy.

LG home appliance sales in Asia climbed 10% year-on-year in the first quarter, against a negative growth forecast, said Jun Wan Kim, the manager of Asian home appliances and air-conditioning marketing for LG Electronics Asia.

"It's surprising to see a sharp sales growth in the region when the economy is in a downturn," he said.

Without economic problems, Asia normally grows 15-20% per year, he said.

Mr Kim attributed the strong performance to good market research, which led the company to launch products that really serve consumer needs.

With the recession, LG has adjusted its strategy by preparing a single marketing campaign for all Asian markets.

Alongkorn Chujit, deputy managing director of LG Electronics (Thailand), said it expected sales in Thailand to increase by 15% to 15 billion baht by the end of 2009 - about 40% from home appliances, 30% from audio-visual products and 30% from mobile phones.

Concern about health is rising, said Hyun Woo Lee, managing director of LG Electronics (Thailand). The company yesterday launched its "Health+" collection, focused on health-care and environment-friendly products.

Mr Lee said Thailand is the second country, after Malaysia, where these health-related products have been launched. The collection now has 27 models - 12 washing machines, eight refrigerators, four air conditioners, one vacuum cleaner, one microwave oven and one dishwasher.

The Health+ collection campaign will be launched in Asian countries from this month onwards. About 50 million baht of the US$10-million budget will be spent on promoting products locally.

"Consumers worldwide, including in Thailand, are becoming increasingly health-conscious, especially about the importance of nutrition and exercise in maintaining a healthy life. It can be said that well-being is becoming a popular trend today," Mr Lee said.

LG's Thai unit expects sales of about 2 billion baht this year from health-related products. About 80-90% of Health+ Collection products have been produced locally, including air conditioners and washing machines.