CJ OnStyle announced on the 28th that it achieved the highest-ever sales volume in the kimchi category by launching ‘Hong Jin-kyung The Kimchi’ for the first time on the Choi Hwa-jung Show.
On the 26th, 'Hong Jin-kyung The Kimchi' sold on CJ OnStyle's Choi Hwa-jung Show broke the record for the highest kimchi sales in CJ OnStyle history. [Photo by CJ OnStyle]
During the broadcast, about 13,000 sets were sold, reaching an order amount close to 1 billion KRW. This is the first time such an amount has been recorded for a kimchi broadcast.
Approximately 60% of the customers who purchased ‘The Kimchi’ were new customers to the Choi Hwa-jung Show. The proportion of existing loyal customers also reached 30%, showing significant results. Additionally, live chat activity was three times higher compared to previous Choi Hwa-jung Show broadcasts, eliciting strong customer responses.
These achievements were effective because they presented differentiated content commerce, breaking away from the conventional food broadcast format. By actively utilizing the Choi Hwa-jung Show IP, pre-order effects were maximized through Instagram short-form videos and YouTube content before the broadcast, while the live show was made more entertaining with the genuine chemistry and witty banter between Choi Hwa-jung and Hong Jin-kyung.
This broadcast is evaluated as a successful synergy of CJ OnStyle’s △Seller (Choi Hwa-jung) △Brand (Hong Jin-kyung The Kimchi) △Content (One Platform). Lee Won-jun, head of CJ OnStyle’s Food Business Team, said, “We planned the collaboration because the content in which Choi Hwa-jung mentioned ‘The Kimchi’ on Hong Jin-kyung’s YouTube channel ‘Gongbu Wang Jjin Cheonjae’ recorded about 4.3 million views.”
The Choi Hwa-jung Show is also preparing an encore broadcast with Hong Jin-kyung on September 20, one week before Chuseok. The goal is to maximize sales by introducing foods that go well with kimchi through mobile live broadcasts at the same time.
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