CJ OnStyle Finalizes Selection of ‘Live Sellers,’ Specialized Live Broadcast Hosts

[Asia Economy Reporter Jeon Jinyoung] CJ OnStyle announced on the 27th that it has finalized the selection of 10 specialized live commerce hosts called ‘Live Sellers.’ They are expected to play active roles in sales broadcasts of CJ OnStyle’s live commerce channel ‘Live Show,’ focusing on key product categories such as fashion, beauty, and baby & kids.

The recruitment of Live Sellers, conducted through a process separate from TV show host selection, attracted many applicants with diverse backgrounds. This was due to the eligibility criteria that disregarded age, education, and major, as well as the condition allowing Live Sellers to work alongside their existing jobs. Many applicants had unique experiences such as film directors, YouTube creators, CF models, professors of modeling departments, and Wanghong (Chinese influencers).

CJ OnStyle selected many hosts who combine product expertise with excellent customer communication skills. Seller Shin Donghyuk is a winner of the audition for the industry’s first live commerce channel ‘Shock Live’ and has been hosting live commerce broadcasts for five years. Seller Jung Siyun has worked as a fashion model on CJ OnStyle TV broadcasts for about 10 years and is currently a professor in a modeling department. Seller Bae Hyunseong has experience as a musical actor and a large language academy English instructor, is a cello major, and has deep knowledge in music. He specializes in broadcasts for English learning materials and musical instruments.

Hosts with special backgrounds were also selected. Seller Jang Wonyong has experience aiming to become a Wanghong in China, where the live commerce market is enormous. As a fashion engineering master’s degree holder, he plans to introduce fashion products and share styling tips to the growing male ‘grooming tribe’ and female viewers concerned about coordinating their husbands’ outfits. Seller Shin Yunjung is highly praised for vividly conveying product characteristics and usage experiences based on her acting experience in numerous musicals, dramas, and films. Seller Lee Jihee, who has sold cosmetics to over ten thousand customers at department stores, aspires to lead sales broadcasts full of realism by reproducing actual customer service skills.

Bae Jinhan, head of mobile live at CJ OnStyle, said, “CJ OnStyle has over 25 years of experience leading video shopping and has nurtured broadcasting talents such as TV show hosts representing the industry. We plan to create differentiated and highly trustworthy live commerce broadcasts by actively discovering and fostering hosts who communicate excellently and empathize with customers.”