An LED lighting assembly may include a printed circuit board with an LED chip, and a heat sink thermally conducted with the printed circuit board, wherein the LED lighting assembly further comprises a light guide body configured as a bulb, the light guide body having an end surface as a light incidence surface of light from the LED chip, an outer surface as a light emergent surface and an inner surface, wherein the inner surface is structured so as to form a reflecting surface, reflecting at least part of light from the end surface to the outer surface.