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LG Commemorates International Day of Happiness With Unique 'Experience Happiness Dance' Event
[March 20, 2019]

LG Commemorates International Day of Happiness With Unique 'Experience Happiness Dance' Event

NEW YORK, March 20, 2019 /PRNewswire/ -- To commemorate the United Nations International Day of Happiness, LG Electronics USA co-hosted a unique "Experience Happiness Dance" event at the One World Observatory. Built on the brand's "Life's Good" DNA, the first-of-its-kind event brought together hundreds of young people to celebrate the science of happiness and achieve their goals.

To mark the initial success of the new "Life's Good: Experience Happiness" initiative – and to help people focus on achieving their own happiness goals – LG partnered with Instagram star Donté Colley and the popular dance movement Daybreaker to host more than 400 participants atop One World Trade Center. Colley, whose positive dance videos have taken the internet by storm, performed his signature dances live for the crowd. The Happiness Day experience also brought to life sustainable skills, based on the science of happiness, through interactive performances and pop-up stations.

"Our brand positioning in the U.S. focuses on how LG is dedicated to people's happiness by exceeding expectations today and tomorrow," said David VanderWaal, senior vice president, marketing, LG Electronics USA. "Just as Experience Happiness is meeting its goals of reaching youth with sustainable happiness skills, setting and achieving your goals help give your life a sense of purpose. Life's Good is the essence of our brand, and LG is here to help you get started on goals for sustainable happiness."

Radha Agrawal, co-founder and CEO of Daybreaker, said, "Our philosophy is community first. Our goal is to inspire more happiness and belonging in the world, and we bring together the best artists, performers, fabricators and experience designers to give you the best, happiest day possible by getting started first thing in the morning – with human connection, purpose, mindfulness and wellness as our core values."

Daybreakers' community of 500,000 members across the world is "dedicated to living out these values," Agrawal said. "We are so thrilled to partner with LG to celebrate International Day of Happiness and design an experience that brings to life the six Happiness Skills." What a perfect alignment, she said 100 percent of the event ticket proceeds support Inner Explorer, an Experience Happiness partner that delivers practical happiness techniques in the classroom.

A highlight of the landmark International Day of Happiness event involved 15 students from a local New York school in the Greenburgh North-Castle Union Free School District. LG surprised them with a chance to learn a unique dance from Beyoncé's choreographer and creative director Luam Ky, culminating in an invigorating and engaging performance onsite with special guests Matthew Morrison of Glee fame and Colley. These students will also be provided with curriculum from another LG Experience Happiness partner, Project Happiness, to help them get started on the path to happiness.

"When we set out on a journey to equip students with sustainable happiness skills, we knew our goal of reaching 5.5 million kids in five years was ambitious. In our second year, we reached our initial goal of helping make sustainable happiness a reality in the lives of 1.8 milion teens across the country," said John I. Taylor, senior vice president, public affairs, LG Electronics USA. "Now, we're setting new goals to reach more kids and people of all ages to help ensure that everyone can achieve the common goal of sustainable happiness."

Happiness is a skill that can be taught, learned and practiced to combat increasing level of stress. With partners including Inner Explorer, Project Happiness, CASEL and UC Berkeley's Greater Good Science Center, Experience Happiness helps youth learn six Sustainable Happiness Skills: mindfulness, human connection, positive outlook, purpose, generosity and gratitude. For more about Life's Good: Experience Happiness, please visit

About LG Electronics USA
LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $54 billion global innovator in technology and manufacturing. In the United States, LG sells a wide range of innovative home appliances, home entertainment products, mobile phones, commercial displays, air conditioning systems, solar energy solutions and vehicle components. The "Life's Good" marketing theme encompasses how LG is dedicated to people's happiness by exceeding expectations today and tomorrow. LG is a 2018 ENERGY STAR® Partner of the Year-Sustained Excellence.

About Life's Good: Experience Happiness
Aiming to enrich the lives of 5.5 million youth in the United States in five years, LG Electronics USA launched a unique initiative called "Life's Good: Experience Happiness." Happiness skills can be learned, according to the Greater Good Science Center at University of California Berkeley, which has identified six skills that sustain one's ability to recognize that life's good: mindfulness, human connection, positive outlook, purpose, generosity and gratitude. LG's science-based platform is designed to engage leading non-profit partners such as Inner Explorer, Project Happiness and the Collaborative for Academic, Social and Emotional Learning that help equip American youth with the skills for sustainable happiness.

About Daybreaker 
Daybreaker is a dance movement in 25 cities around the world that inspires humans to start their day unlike any other — by waking up and dancing with reckless abandon, completely sober, first thing in the morning. Daybreaker began in New York City as a social experiment, meeting at the crossroads of wellness and nightlife. However, instead of mean bouncers, Daybreaker greets its community with a hugging committee. Instead of alcohol, Daybreaker offers green juice, coffee and tea. The community is founded on the core values of camaraderie, self-expression, wellness, mindfulness, and mischief. Every Daybreaker event kicks off with one hour of yoga from a top yoga expert, followed by a two hour wow-inspired dance party with music from a roster of epic international DJs, fire spinners, a horn section and a host of surprises. Over five years later, the movement is over 500,000 community members strong and continues to expand.

Media Contacts:

LG Electronics USA

John I. Taylor
201 816 2166

Clara Chang
201 816 2011

Denise Peganos
212 539 3269


David VanderWaal, Senior Vice President, Marketing LG Electronics USA, addresses attendees during a dance event to celebrate success of “Life’s Good: Experience Happiness” program, at One World Observatory in New York City, on International Day of Happiness, Wednesday, March 20, 2019. The event marks a milestone as LG reaches its initial goal of equipping 1.8 million kids with sustainable happiness skills, and looks to extend happiness to all ages. (Stuart Ramson for /AP Images for LG Electronics USA)

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