11st has newly established 'Shopertainment' segments that combine shopping and entertainment in 'LIVE11'.
[Asia Economy Reporter Lim Chunhan] On the 8th, 11st announced that it has newly established 'shoppertainment' corners combining shopping and entertainment in its live broadcast segment 'LIVE11'.
The newly introduced corners starting this month include ▲‘Teol-up’, a store raid broadcast that invades offline stores on behalf of viewers who cannot go outside (biweekly until April) ▲‘Jjinten Review’, a real review broadcast that thoroughly answers viewers' questions about hot new products (every Tuesday at 8 PM) ▲‘Saeng(生)Show’, a mukbang featuring seasonal specialties from various regions co-planned with local producers (every Wednesday at 11 AM).
11st aims to increase engagement with the MZ generation by combining entertaining elements that encourage viewer participation, leveraging the real-time, interactive nature of live broadcasts. Additionally, by operating fixed corners on specific days and times each week, they strengthen the continuity rather than one-off broadcasts. In particular, the Jjinten Review corner is hosted by Choi Seyoung, a shopping host known as the icon of sold-out products, to maintain steady communication with viewers.
The Baskin Robbins store raid broadcast will be held at 8 PM on the same day. It will feature insider tips from a Baskin Robbins part-timer, showcasing March’s flavor Honey Butter Almond and White Day new products. On behalf of viewers at home, the broadcast will find hidden benefit notes throughout the store and offer generous perks live. Benefits include giveaways such as Block Pack 100-won deals, Single Regular 100-won deals, and discounts up to 50% on six representative products.
The Market Frozen Jjinten Review broadcast will take place on the 9th. Host Choi Seyoung will personally taste and thoroughly review the recently popular frozen food brand Market Frozen’s air fryer products, answering viewers’ questions in real time. Eight popular products, including the trending Ddungkkas and 60 Shrimp, will be sold at discounted live prices, with generous gifts given to customers who purchase during the broadcast.
An 11st official said, “Through the operation of new corners, we aim to provide differentiated content unique to LIVE11 rather than ending with one-off broadcasts,” adding, “In an era where shopping becomes a form of play, we will continue to discover and try elements preferred by the MZ generation and lead the live broadcast market.”
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