[Content Commerce] Science Stories from Masters and PhDs... The Secret Behind 1.16 Million Subscribers

2018 YouTube Channel Launch 'Andoel Science'
Started as a Gathering of Scientists in Engineering, Pharmacy, Astrophysics, etc.
Using Expertise to Deliver Scientific Knowledge in an Easy-to-Understand Way

"As the one-person media market opens up, individuals with expertise are starting creator activities. Our team also wanted to create content dealing with science and engineering, which we usually like."

'Andwel Science' is a science YouTube channel with 1.16 million subscribers. It features several creators including 'Gyedo,' a well-known cast member who has appeared on variety shows, as well as 'Yak,' 'Gongjin,' and 'Hangseong.' Since its launch in 2018, the channel's cast members have been gaining attention by delivering scientific knowledge in their respective fields such as engineering, pharmacy, and astrophysics in an easy-to-understand manner.

(From left) Nicknames 'Hangseong', 'Gwedo', 'Yak' (CEO Sanggon Lee) and others, cast members of the YouTube channel 'Andoel Science', are explaining science in a video content.
[Photo by Andoel Science YouTube video capture]

The starting point of the Andwel Science channel was also a gathering of scientists. Lee Sang-gon, CEO of MoreScience, which operates the Andwel Science channel, is also a scientist. He, who enjoyed watching foreign science YouTube channels, launched the channel with like-minded colleagues from a group of scientists. CEO Lee explained, "Science and engineering are topics that greatly influence investment and education markets," adding, "With many new technologies emerging socially, I thought a time would naturally come when interest in science would rise, so I quit the research institute I was working at and jumped in."

All members of Andwel Science hold master's or doctoral degrees. Being all experts, they can deliver everything from the history of science to the latest theories and advanced scientific concepts to viewers easily and accurately. Moreover, since all cast members have long been active in the scientific community, it is much easier to invite guests by leveraging their personal networks.

CEO Lee said, "The field of science is broad and diverse, so it is difficult to secure expertise with just our cast members. We invite various guests to create content together," and added, "We want to play a role in spreading valuable research achievements and unknown interesting stories of those working hard in the scientific community to the public."

The goal of the Andwel Science channel is the 'popularization of science.' The aim is to make science easily accessible in everyday life for everyone. To this end, they produce and sell clothing and daily necessities themed around science so that the general public can become familiar with science. Items produced and sold by Andwel Science include the 'Schr?dinger's Cat T-shirt,' 'Periodic Table T-shirt,' 'James Webb Vela Nebula Umbrella,' and 'Nuriho Tumbler.'

CEO Lee said, "We thought it would be good to have products containing science, so our members directly plan, produce, and sell related products," and expressed hope, "If we create a brand that science lovers can trust and buy from, even those who do not watch our YouTube channel will be able to enjoy science in their daily lives and develop interest."

The appearance of the Store tab within the Andoel Science YouTube channel. [Image=YouTube capture]

Since last year, they have also been operating a direct-to-consumer (D2C) store called 'Particle.' They used Cafe24’s solution to create the store. Additionally, by utilizing YouTube Shopping features, they naturally expose products on the Andwel Science YouTube channel and have expanded their commerce business. Particle’s sales have been doubling every year.

CEO Lee said, "By using the YouTube Shopping feature, products can be exposed and purchased through the user experience (UX) and user interface (UI) within the content without separate promotion," and recommended, "I encourage creators to take an interest and definitely try using this feature."

The goal of Andwel Science is to cover even more diverse topics in video content going forward. CEO Lee said, "In fact, certain scientific fields are advantageous for gaining views," but added, "We will not lose our original intention to deliver as broad and diverse fields of science to the public as possible and plan to cover a wide range of content."