[Asia Economy Reporter Lim Chun-han] Gmarket Global Shop announced on the 27th that it successfully conducted a live broadcast of ‘Etude·AB6IX’ on its official YouTube channel ‘Inssa Oppa.’ This was the first live broadcast case communicating with global MZ generation customers through collaboration between a brand company and an idol group.
All members of the boy group AB6IX appeared in this broadcast to showcase Etude’s best product, the ‘10-Color Eye Palette Brush Set,’ planned together by AB6IX and Gmarket, and the ‘Lip Tint’ personally selected by the members at special prices. The AB6IX members also participated directly in price negotiations. eBay Korea membership Smile Club customers were able to purchase up to four types of AB6IX’s planned goods at discounts of up to 40%.
The cumulative views of the real-time live broadcast reached 1.05 million. For about 40 minutes, AB6IX members introduced the collaboration products by showing each product’s color swatches directly for their fans. In particular, to help overseas fans understand, member Lee Dae-hwi communicated in English, and Jeon Woong communicated in Japanese in real time. A portion of the proceeds from the planned products sold this time will be donated to good causes.
An eBay Korea official said, “This live broadcast, presented through close collaboration between Gmarket, the brand company, and the idol group, set a precedent that it works overseas as well,” adding, “As the reviews and responses from domestic and international customers who have already received the products are enthusiastic, we will continue to present content through various collaborations with K-pop artists.”
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