The Man Opening My Girlfriend's Wallet... Top Host's Secret Weapon Is 'Yeoshin' [Naesaram]

①‘Ungniverse’ Lee Min-woong Show Host
Top Male Earner in Domestic Home Shopping Industry
"Studied Female Consumer Psychology as Main Buyers of Men's Clothing"

Editor's NoteCompanies are organized economic units that pursue profit by widely promoting and advertising their products during the processes of production, sales, and distribution. Those who promote and sell a company's products closest to the consumers inevitably become models and spokespersons representing the company. Each company refers to them as key internal talents. In [Naesaram], we listen to their stories of achievement, passion, and life.

When this man wears a suit, the wallets of wives, mothers, and girlfriends open. In just one hour of broadcasting, suits worth 500 million KRW were sold. Lee Min-woong, known as the highest-paid male host in domestic home shopping, captivated the discerning female heart for clothing purchases and recorded a perfect sales record of 30 billion KRW last year.

Host Minwoong Lee. [Photo by Minwoong Lee]

Lee Min-woong, a host affiliated with Shinsegae Live Shopping, revealed in an interview with Asia Economy on the 18th that his shopping program ‘Woongniverse,’ named after himself, generated 30 billion KRW in sales last year. The ‘Womo’ suits broadcast at the end of last year sold 500 million KRW worth in just one hour. Having worked at Hyundai Home Shopping and CJ O Shopping, he moved to Shinsegae Live Shopping in 2022. He is a representative male host who has been active for nearly 15 years in an industry dominated by female hosts. Thanks to his tall stature well over 180 cm and handsome appearance, he is also called the idol of the home shopping world.

Minwoong Lee, Show Host. [Photo by Minwoong Lee]

Since this host joined Shinsegae Live Shopping, the average age of purchasing customers has dropped by about three years compared to before. This is seen as a significant contribution to expanding the young customer base with trendy shopping tastes. Shinsegae Live Shopping stated that the average viewership rating of Woongniverse is more than twice that of other programs airing at the same time. His main stage is ‘Woongniverse,’ which broadcasts about once or twice a week, mainly on weekend time slots on Saturdays and Sundays.

Regarding his unique competitiveness, the host said, “I study a lot about the products I sell, but I also research the target customer base extensively.” He added, “The actual buyers of men's clothing are mostly women such as wives and daughters rather than the men themselves.” He explained, “Since women buy clothes on behalf of their husbands, sons-in-law, or sons, I have studied female consumer psychology a lot by communicating closely with mothers, aunts, company seniors and juniors, friends, and acquaintances.”

Host Minwoong Lee. [Photo by Minwoong Lee]

He continued, “For example, mothers in their 40s to 60s dislike men with beards. They watch home shopping broadcasts thinking it would be nice if their sons, sons-in-law, or husbands looked neat and clean-shaven like trot singers Jang Min-ho or Lim Young-woong. When I appear like that in front of the camera, the likelihood of purchasing the products I sell increases.”

He also explained, “Not only purchasing men's clothing but also washing and care are often the responsibility of housewives and women, so when selling products, I mainly select items that are easy to wash, resistant to pilling, and made of materials that do not fade or get damaged easily even after frequent washing.” He added, “While it is the host’s role to address consumers’ concerns before purchase, if the host explains and solves issues related to washing, care, and the male wearer’s preferences during the broadcast, consumers seem to feel reassured and buy with confidence.”

Born in 1982, this host graduated from Konkuk University’s Department of Clothing and Textiles. He joined LG Fashion (now LF) as a designer through open recruitment in 2007 and began his career as a host in 2009. He has focused on selling fashion (men’s clothing) and leisure sports-related products. In the home shopping industry, he is known as the highest-earning male host. Generally, main hosts in the home shopping industry earn about 200 to 300 million KRW annually, roughly equivalent to the price of a mid-sized car per month.

Regarding his future aspirations, he said, “It is a reality that consumption of clothing and goods for men decreases when the economy is difficult.” He added, “I want to expand the range of products not only in men’s clothing but also in high-quality items that take care of men’s health, such as sleep products, which are very important these days.”