With a scale of 1,000 pyeong, spanning one basement floor and three above-ground floors, Lala Station, the largest live shopping broadcasting center in Korea equipped with 11 customized studios and a live shopping show host training academy, and JB Shoppertainment, a live commerce specialized company founded by the famous live commerce representative show host Jamhyeong Seo Kyung-hwan, are drawing significant attention in the industry due to their merger news.
Amid the explosive growth of live commerce in the untact era, the merger of these two companies presents an innovative direction for the live commerce market by establishing a joint sales cluster in cooperation with local governments, nurturing live commerce experts, and developing live shopping show host training programs. Their business model encompasses not only large platforms but also large corporations, SMEs, and small business owners, contributing to regional economic revitalization as well as youth entrepreneurship and job creation.
Live commerce is an emerging new distribution platform. For a nascent platform to grow over a long period, securing consumer trust and continuous innovation are paramount. Moreover, consumer demands for corporate social responsibility have recently become very high. In this environment, the merger model of JB Shoppertainment, recognized as the number one player in live commerce, and Lala Station, the largest live shopping broadcasting center in Korea, is evaluated as an innovative business model for the post-COVID-19 era. It fosters top-tier professionals, promotes win-win projects between youth and companies, and pioneers the global sales of domestic products.
Lala Station holds business bases not only with numerous domestic live shopping platforms such as Naver, Coupang, Kakao, Grip, and AfreecaTV but also overseas in China, Vietnam, Singapore, and Taiwan. It has built solutions enabling one-stop live commerce implementation on global platforms including Taobao, TikTok, Facebook, and Instagram.
Through this corporate merger, the existing JB Shoppertainment will change its company name to Lala Station. By aggressively reinforcing production teams including PDs and MDs from the former Naver Jam Live, as well as live broadcast directing experts, it is equipping itself with professional expertise and future growth engines in the live commerce industry.
According to an interview with Seo Kyung-hwan, co-CEO of Lala Station, he has been confident in the future of live commerce through 11 years of show host activities. Since 2019, he has earned the nickname "Jamhyeong" on Jam Live and is currently established as the representative show host of Naver Shopping Live.
Seo Kyung-hwan, who has over 1,000 live experiences and cumulative sales exceeding 150 billion KRW, wishes to share this success with more companies and young people. The four core elements of live commerce are good products, professional planning and operation, experienced show hosts, and marketing targeting real consumers. Lala Station operates as a general distributor for numerous famous brands in live commerce, equipped with professional operational staff, about 200 contracted show hosts, and marketing solutions optimized for live shopping. Lala Station announced plans to expand its overseas bases by exporting K-LIVE content not only domestically but also internationally.
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