CJ OnStyle Collaborates with DIA TV Creators... Launches New PB and New Products

First Collaboration Case Between CJ ENM Commerce and Entertainment

Youngja's Kitchen Cutting Board. (Photo by CJ OnStyle)

[Asia Economy Reporter Lim Chun-han] CJ OnStyle announced on the 4th that it will collaborate with DIA TV partner creators to launch brands and products optimized for influencers.

This project is the first case of CJ ENM's commerce and entertainment divisions collaborating to launch a new brand. Based on unique content such as makeup tutorials and underwear reviews, CJ OnStyle is collaborating with Thin-nim, who has about 1.5 million YouTube subscribers, Laundry Expert Setakseol, who provides various living tips, and Youngja-ssi's Kitchen, which offers home-cooked meal recipes and housekeeping tips targeting middle-aged women, to sequentially introduce a new underwear brand, detergent, and kitchenware.

The product planned and developed with Thin-nim is the Muffin Drawers from the women's comfort underwear brand Cotid Mupang. Cotid Mupang offers underwear products that naturally embrace the body rather than compressing it. The product born from multiple tests through the combination of Setakseol's laundry expertise and CJ OnStyle's Second Shelf product planning is a capsule detergent. This product is suitable for small laundry loads of 3kg, typical for 1-2 person households, and contains no dyes or fluorescent brighteners, so it has no color or scent. Youngja-ssi's Kitchen partnered with the kitchenware private brand (PB) Baomont to release kitchenware that combines practicality and quality.

A CJ ENM official said, “As this is the first case of CJ ENM's two divisions collaborating to launch a new brand, we worked closely from brand planning to product development and sales,” adding, “Through the launch of products that fully reflect influencer expertise and know-how, we will strive not only to strengthen brand competitiveness but also to attract young new customers.”