If He Wears, Uses, or Eats It, It Sells Out... Jeong Yong-jin's Owner Marketing

On the 4th, Chung Yong-jin, Vice Chairman of Shinsegae Group, visited Incheon SSG Landers Field, where the opening game of the Lotte Giants and the professional baseball KBO League was held. (Photo by FM Korea)

[Asia Economy Reporter Lee Seung-jin] Chung Yong-jin, Vice Chairman of Shinsegae Group, is attracting attention with his active external activities that break the stereotypes of chaebol family owners. From the shoes he wears to the food he eats and the places he visits, he has sparked a series of 'sold-out' trends, and this time, attention is focused on the Nike shoes he wore.

This time Nike... "We buy Chung Yong-jin's shoes"

On the 11th, questions about the product name and purchasing methods of the shoes Vice Chairman Chung wore when he attended the SSG Landers opening game on the 4th have been circulating on online communities and social networking services (SNS). At that time, Vice Chairman Chung visited the stadium wearing Nike sneakers.

The reason for the focus on the Nike sneakers is that despite being a chaebol family owner, he wore a brand product widely consumed by ordinary people. Owners generally do not wear products with visible brand logos during external activities, but the shoes Vice Chairman Chung wore to the opening game prominently displayed the Nike logo.

Moreover, the product was a limited edition released through a collaboration between Nike and Undercover, popular among the 20s and 30s age group, which made it a hot topic. In Korea, the product was sold by lottery, allowing only a few to purchase it, and currently, it can only be bought through overseas direct purchase. As a result, posts asking how to buy the shoes under keywords like 'Nike worn by Chung Yong-jin' and 'chaebol sneakers' continue online.

When Chung Yong-jin 'posts', it sells out

With over 580,000 Instagram followers, 'influencer' Vice Chairman Chung has become an icon of 'sold-out' products. Holding a potential consumer base of about 580,000, Vice Chairman Chung actively promotes Emart products through his SNS activities, contributing to increased sales.

On the 14th of last month, Vice Chairman Chung posted a photo of 'Clean Gochang Soju' on Instagram with the caption, "The new world of soju. The reason why Clean Gochang Soju, which I bought when visiting Sangha Farm, is enough for daytime drinking," directly promoting the product and showing his affection. The product even sold out on online malls. Clean Gochang Soju is a distilled traditional liquor available for online sales. Vice Chairman Chung's post was made shortly after the product was introduced at Emart, serving as a decisive opportunity to inform consumers about its availability at Emart.

Additionally, Vice Chairman Chung consistently posted images wearing Emart's private label (PL) 'No Brand' products and cooking meal kits from his own brand 'Peacock,' drawing intense interest while promoting the brand. Last year, 'Chosun Hotel Samseon Jjamppong,' launched by SSG.com, sold out immediately upon arrival, a trend that continued after Vice Chairman Chung posted photos of himself cooking the product. That post received about 20,000 likes.

The effectiveness of Vice Chairman Chung's owner marketing lies in his informal demeanor and active communication. Known as a golf enthusiast, he promptly responded to questions about the golf shoes and drivers he uses through Instagram comments. Also, when questions about the jeans he wore in a photo arose last year, he replied with the brand and official website address, making the jeans a hot topic.

Professor Lee Eun-hee of Inha University's Department of Consumer Studies explained, "Because it is 'the food the chairman eats, the clothes he wears,' consumers feel trust and affinity, which is why they respond strongly to Vice Chairman Chung's posts."