Short-form Promotion for Hyeongje Dwaeji Gukbap Records 5.46 Million Views
Haoni Handmade Sales Increase 55 Times, Revenue Grows 24 Times
Talk Concert Held to Discuss Global Expansion Collaboration
Pukyong National University recently held the fifth performance report meeting for the ‘Small Business Digital Transformation Support Project’ at the Dongwon Jangbo Hall.
This project has been underway since 2020 in collaboration with Busan Metropolitan City, Naver, and other partners.
This performance report meeting was hosted by the Regional Culture Information Convergence Research Institute (Director: Professor Oh Changho), and included a talk concert with participants from academia, industry, and local government.
The collaborative project to support the digital transformation of local small businesses is offered every semester as regular courses (ICT Project, Content Marketing) in the Human ICT Convergence major.
During the last semester, four businesses participated: Hyeongje Dwaeji Gukbap, Haoni Handmade, Eunsong Chuncheon Dakgalbi, and Dalmi Long. Participating students actively carried out shopping live, place advertisements, and SNS marketing centered on the businesses’ Naver Smart Stores.
The businesses that participated in this project generally had little or no online business experience. In particular, Dalmi Long achieved meaningful digital results by opening its first Smart Store, recording 600,000 KRW in online sales within a month. The handmade fruit syrup brand Haoni Handmade saw a 446% increase in sales and a 1,346% increase in chat interactions through shopping live, successfully attracting new customers. Compared to before the project, the number of sales increased about 55 times, and sales revenue about 24 times.
In the fiercely competitive gukbap market, students worked hard to promote the Hyeongje Dwaeji Gukbap brand. By using both SNS and shopping live, they attracted not only customers in their 30s and 40s but also women in their 20s. By uploading a short video every day, the video titled ‘Hyeongje Dwaeji Gukbap Mankwanbu’ reached 3.32 million views. As of the date of the performance report, the total number of views for the brand’s promotional short videos reached 5.46 million, and they even received inquiries from well-known brands about supplying meal kits.
The talk concert, moderated by Professor Kim Junghwan (Pukyong National University), featured Kang Giwon (Busan Economic Promotion Agency), Kim Yonghwan (Naver), and Choi Seokyun (Hyeongje Dwaeji Gukbap), discussing ‘The Present and Future of Digital Transformation Support for Small Businesses.’ Various opinions were exchanged on the value and significance of industry-academia-government collaborative projects.
Choi Seokyun commented, “We know digital marketing is essential, but it is extremely difficult for small business owners to do everything alone. That’s why this project was such a valuable experience.”
Kim Yonghwan said, “Having observed five rounds of this project, I am pleased that platform operators can contribute directly and indirectly to the local community.”
There was also discussion about the long-term direction of the project. Kang Giwon remarked, “In the long term, we must also consider ways to strengthen the self-sufficiency of local small businesses.”
Professor Kim Junghwan, who oversees the project, stated, “Digital transformation is not a choice but a necessity for small businesses. We will strive to help more stores and neighborhoods bloom digitally by connecting with local university students who have a fresh marketing sense,” adding, “We also aim to create successful cases of local brands entering the global market.”
Pukyong National University supports this project through the National University Development Project budget and is promoting various industry-academia-government collaborative projects to help more local small businesses establish themselves in the digital market.
Pukyong National University is holding a performance report meeting for the Small Business Digital Transformation Support Project.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
