Taekwang Group's media subsidiary, E-Channel, is set to target the Asian market with a new business model that combines content and commerce.
E-Channel announced on July 10 that it is co-producing a new entertainment program, 'Seoul Unni,' in collaboration with global IP studio Studio Vibe, linking K-beauty and lifestyle with live commerce.
'Seoul Unni' features domestic cast members experiencing the latest trends in Seoul alongside international mega influencers, sharing these experiences in real-time with global consumers.
First Stop: Vietnam... Maximizing Synergy with TikTok Live
This project is designed as a relay format targeting various Asian countries, with Vietnam being the first focus due to its strong K-content popularity. The strategy involves conducting a live commerce event, 'Seoul Unni Special,' on the global short-form platform TikTok, collaborating with local mega influencers to convert viewers into consumers.
The cast includes prominent figures such as global beauty icon Pony, who has worked with top pop stars like 2NE1's CL and BLACKPINK's Jisoo. Additionally, former Lovelyz member Yein will showcase the vibrant lifestyle of Seoul.
Top creators with significant influence in Vietnam will also participate. 'Truong Gia Dinh,' who averages over 10 million views per video on TikTok, and 'Dan Meo,' who boasts a fanbase with a peak of 50 million views, will traverse Seoul to introduce the allure of K-beauty products live.
Expanding Across Asia... Aiming for a Combined Content and Commerce Model
'Seoul Unni' plans to use its foothold in the Vietnamese market to gradually expand production into major Asian countries such as Thailand, Japan, and Taiwan. The goal is to establish a unique global intellectual property (IP) that combines content and distribution, moving beyond one-off entertainment productions.
The production team for 'Seoul Unni' stated, "We will leverage the powerful TikTok platform to imprint Seoul's trendiest culture in the global market, focusing our production capabilities to create differentiated commerce content that goes beyond simple beauty introductions."
Targeting the global market, 'Seoul Unni' will have a preview on local channels in Vietnam in August and September. Domestic viewers can watch it on E-Channel and streaming services like Wavve and Watcha.
* This article has been translated by AI.
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