LG Display Unveils Bold “JUMP” Strategy and Breakthrough 4th-Generation OLED Panels

LG Display CEO Jeong Cheol-dong announced plans to achieve a turnaround in 2025 by unveiling the company’s new business strategy, referred to as “JUMP,” during an event on Thursday. The flatscreen manufacturer also introduced a groundbreaking 4th-generation OLED panel, the first in the industry to achieve a maximum brightness of 4,000 nits.

At the event held in LG Science Park in Magok, Seoul, Jeong emphasized that 2025 would be a pivotal year of significant progress driven by innovative products and technological advancements. He expressed the company’s commitment to achieving a financial turnaround by continuing to create unique value through cutting-edge technology and cost-efficient production.

Jeong elaborated on the “JUMP” strategy, explaining that the name symbolizes four key pillars: “just in time,” “unique value,” “market leadership,” and “partnership.” The strategy aims to propel the company forward by leveraging its advanced OLED panels to establish market dominance. Strengthening relationships with customers will also be a priority, with LG aiming to meet customer demands proactively and even anticipate their needs.

Jeong acknowledged the challenging market conditions, highlighting the oversupply and reduced demand in the display industry. He stressed that survival depends on securing customer preference as competition has intensified.

Having previously served as CEO of LG Innotek for five years, Jeong transitioned to LG Display in March 2024. Under his leadership, the company achieved its first quarterly profit in a year during the October-December 2024 period, significantly reducing its annual losses to $384 million.

The event also showcased LG Display’s 4th-generation OLED panel, optimized for AI applications with enhanced brightness and energy efficiency. This new panel features a peak brightness of 4,000 nits, a 33 percent improvement over its predecessor. The brightness, measured in nits (the light intensity of one candle), is a milestone in the OLED industry.

The panel’s advanced visuals are powered by LG Display’s proprietary Primary RGB Tandem technology, which incorporates a four-stack light source. By adding two layers of blue elements alongside independent layers of red and green, this structure produces more light per layer than the previous three-stack configuration, increasing overall brightness.

To deliver richer colors and perfect blacks even under challenging lighting conditions, LG developed an ultra-low reflection film capable of blocking 99 percent of internal and external reflections. This feature ensures vivid visuals even in bright environments.

As AI-powered TVs are anticipated to have significantly higher energy demands, the new OLED panels have been engineered for approximately 20 percent greater energy efficiency compared to earlier models.

LG Display plans to integrate the 4th-generation OLED panels into its premium product lineup this year and gradually expand the use of Primary RGB Tandem technology to gaming OLED displays.

Lee Hyeon-woo, senior vice president and head of the Large Display Business Unit, described the new panel as a groundbreaking innovation. He highlighted that it combines advanced technologies like Primary RGB Tandem and ultra-low reflection technology to surpass the capabilities of existing displays. Lee added that the company is committed to delivering superior picture quality and user-friendly features while solidifying its leadership in OLED technology.

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