Scaling Ethereum, Part 2: Arbitrum
Ethereum Korea One: Genesis · Day 1 · 2026-09-28 · 12:32 · In English
Why, and how, are large non-financial companies moving onchain? At Ethereum Korea One: Genesis, Ed Felten of Offchain Labs and Byungsun Park of LG Electronics discuss the collaboration between Arbitrum and LG Electronics.
Speakers
- Ed Felten, Chief Scientist, Co-Founder, Offchain Labs
- Byungsun Park, Blockchain Lead, LG Electronics
- Jay Jang, Head of Business, Sunnyside Labs (moderator)
About this session
This panel covers the partnership between Arbitrum and LG Electronics, a notable early example of a large non-financial company building onchain. It looks at how the collaboration began, the digital advertising problems LG Electronics set out to solve with blockchain and the results so far, the limits of blockchain, the questions enterprises ask most when choosing an L2, and Arbitrum's technical roadmap.
Key takeaways
- Ed Felten said that through long conversations with LG, the team focused on understanding what LG wanted and shaping the technology to fit those needs, and that enterprise collaborations take time to come together.
- Byungsun Park said LG focused on the transparency and trust problems in the digital advertising market. A general-purpose mainnet has limits in solving industry problems, and when considering a purpose-built blockchain, the Arbitrum case stood out. The developer ecosystem and the team's proactiveness were also reasons for choosing it.
- In a pilot with a major Japanese advertising company, they validated to a degree the receptiveness of advertisers and audiences and the potential of zero-party data. Park said that company turned this into a Web3 advertising product, launched in June this year, with LG Electronics technology powering it.
- Implementing the advertising value chain with smart contracts showed that blockchain has limits in areas advertisers want to handle with precision, such as targeting and bid pricing. Park noted that designing around both strengths and limits is what a technical team is there to do.
- Ed Felten said the defining feature of enterprise questions is control, naming governance, customization, and compliance as the three key areas. Because enterprises think long term, they value the sustainability of the technology and the systems around it, along with trustworthy partners.
- For the technical roadmap, Felten pointed to scalability demand, seen in the faster-than-expected adoption of Robinhood Chain, cross-chain interoperability, and practical privacy technology that is compatible with compliance and transparency.
Chapters
- Opening and panel introductions
- How the Arbitrum and LG Electronics partnership began
- The problem LG Electronics wants to solve with blockchain
- Arbitrum strengths that helped LG Electronics
- The Japanese advertising company pilot and results
- Blockchain's limits and LG Electronics' roadmap
- The questions enterprises ask most
- Arbitrum's technical roadmap
- Closing message