CJ OnStyle Reports Q1 Operating Profit of 23.9 Billion Won Amid Mobile Investment

CJ OnStyle's operating profit fell to 23.9 billion won in the first quarter of this year, a 7.6% decrease from the same period last year, due to increased investments aimed at enhancing mobile competitiveness. However, the company reported a 4.5% rise in revenue to 378.5 billion won, driven by a significant increase in mobile live commerce and improved app user metrics.

Mobile live commerce sales surged by 137% year-on-year, fueled by content expansion through short-form videos and influencers, which boosted traffic. Additionally, new customer acquisition led to an 11.8% increase in app installations and monthly active users (MAU) compared to the previous year.

Looking ahead, CJ OnStyle plans to continue its growth trajectory in the second quarter by expanding its fandom intellectual property (IP) and enhancing the competitiveness of premium products. Collaborations with external IPs, including the KBO and the film 'The Devil Wears Prada 2,' are part of this strategy. A company representative stated, "We aim to rapidly expand our fandom customer base through major external IP collaborations while simultaneously increasing customer acquisition and retention through enhanced premium product sourcing."

The company will also maintain its investment in AI-driven content to bolster its short-form commerce capabilities and expand influencer commerce, ensuring continued growth in mobile live commerce.

In addition, CJ OnStyle is committed to nurturing small brands, having recently selected 30 brands through its '2026 CJ On-Cubating' initiative. The company plans to provide phased support in marketing, research and development, and mobile live commerce to these brands by the end of the year.