"Lotte Home Shopping Launches 'Jjuyang Galbi Hamburg Steak' During Live Mukbang Broadcast"

On the 1st of next month, Korea's top mukbang YouTuber Jjuyang to make first TV home shopping appearance selling Hamburg steak
Simultaneous broadcast on TV home shopping, t-commerce, mobile, and Jjuyang's YouTube

Lotte Homeshopping announced on the 29th that it will exclusively launch the hamburger steak of "Wonjo Tzwang Donkkaseu," developed with the mukbang YouTuber 'Tzuyang,' who has 9 million subscribers, on the 1st of next month.

YouTuber 'Tzuyang' is showcasing a 'Hambak Steak Mukbang' on her YouTube channel.
[Photo by Lotte Home Shopping].

This year, Lotte Homeshopping is promoting a "multi-channel product provider" strategy that combines differentiated products with unique content to sell through various channels. This is to respond to the rapidly changing distribution environment by discovering competitive products not limited to TV but also through mobile, social networking services (SNS), and other diverse channels. As part of this effort, they jointly developed home meal replacement (HMR) products with Korea's representative mukbang YouTuber Tzuyang and will also conduct live broadcasts. This is Tzuyang's first appearance on TV home shopping. The broadcast will be simultaneously streamed on Lotte Homeshopping's sales channels, including TV and mobile, as well as on Tzuyang's official YouTube channel.

Lotte Homeshopping collaborated with Tzuyang to jointly develop a hamburger steak HMR based on the recipe of the Dongjak-gu, Seoul Western-style restaurant "Wonjo Tzwang Donkkaseu." Wonjo Tzwang Donkkaseu, operated by Tzuyang, is known as an "open-run restaurant" popular among the MZ generation (Millennials + Gen Z), with wait times exceeding two hours due to its popularity. The product was completed after dozens of tests with Tzuyang directly participating in the development process. On the 21st, Tzuyang showcased a mukbang of the hamburger steak on her YouTube channel, surpassing 800,000 views within a week. More than 2,000 pre-orders were placed through the video purchase link.

On the 1st of next month at 6:30 PM, Tzuyang will appear on a live TV home shopping broadcast to sell the hamburger steak. The product features popular beef cuts such as galbisal and seoldo, finely chopped into 1mm pieces and handcrafted to deliver rich meat juice and a tender texture. During the broadcast, the hamburger steak (200g × 12 pieces) and special sauce (300g) will be offered as a single set. Utilizing the YouTube broadcast format, Tzuyang will perform a mukbang and interact with customers in real time. A portion of the sales proceeds will be donated to underprivileged groups in Tzuyang's name.