Food and Dining Industry Focuses on 'Live Commerce' Marketing Reasons

[Asia Economy Reporter Lim Hye-sun] Recently, the food and dining industry has been focusing on live commerce marketing. As the trend of contactless consumption expands and the mobile share increases, companies intend to pioneer sales through related platforms.

According to the industry on the 9th, chicken franchise bhc Chicken participated in ‘Baemin Shopping Live’ last April. Through the approximately 90-minute live broadcast selling ‘bhc Baemin Gift Certificates,’ bhc Chicken surpassed a cumulative transaction amount of 200 million KRW. Changgo43, a premium Korean beef specialty restaurant operated by bhc, also received favorable reviews by showcasing ‘Changgo43 Eotang Kalguksu,’ a home meal replacement (HMR) product launched in February, on Naver Shopping Live at the end of April.

Angel-in-us joined the live commerce movement by broadcasting on Lotte Home Shopping’s mobile TV ‘Llive’ at the end of April. The broadcast featured popular products, the Banh Mi sandwich set (Banh Mi sandwich, Americano S), which was available in three varieties: ‘Arrabiata Banh Mi Set,’ ‘Bulgogi Banh Mi Set,’ and ‘Egg Mayo Banh Mi Set,’ offering a wide range of choices.

OB Beer introduced goods through a live commerce platform for the first time in the domestic beer industry in March. The items included six types such as a glass set, ice bucket, and solo drinking plate set featuring the OB Lager signature character ‘Lalabear.’ OB Beer stated that the broadcast was planned so that the millennial generation, the main consumers of live commerce, could purchase the goods at reasonable prices.

A bhc Chicken representative said, “Participating in the live broadcast was especially meaningful as we could communicate with customers in real time and exchange information. We were particularly pleased to confirm consumers’ interest and love for bhc Chicken,” adding, “Going forward, bhc Chicken will continue to expand contact points with customers through various channels, including ontact methods.”