[Content Commerce] "Mukbang YouTuber's Taste Buds Targeted"... The Creator Behind Yubeni Medicine and Its Birth

MCN Company Monolite CEO Kim Seongsu
25 Years of Experience in Content Commerce
Unveils Creator-Customized Commerce Strategy

"If you don't truly understand what viewers want, you can't run any business. Commerce is the field where you can accurately grasp this, so commerce is essential for creators."

Kim Seong-su, CEO of the multi-channel network (MCN) company 'Monolite,' is an expert with about 25 years of experience in the content-related industry. He has worked at companies such as Tooniverse, Plenus, Netmarble, and CJ Internet, connecting content like music albums, animations, and games with commerce.

Kim Seong-su, CEO of Monolight.

The new content Kim focuses on is individual creators. Seeing them effectively performing the role of 'curators' who introduce good products, he founded the MCN company Monolite seven years ago. Currently, various YouTube creators such as Bae Yeon-jeong (94,000 subscribers), Bae Dong-seong & Jeon Jin-joo (158,000 subscribers), Matyeonsa (436,000 subscribers), and Yubeni (135,000 subscribers) are affiliated with Monolite.

CEO Kim explained, "I have had many experiences expanding businesses in various directions based on a single intellectual property (IP). I am always researching how to expand and maximize the value of each unique creator."

Monolite establishes content commerce strategies tailored to creators and supports all processes from planning to production and distribution. They pursue a method of forming a brand and subscriber communication community for creators and expanding it. This is differentiated from the typical method of generating revenue by attaching advertisements to content.

A representative case is directly producing yakgwa (traditional Korean honey cookies) with a creator specializing in mukbang content. For example, Monolite’s partner creator 'Yubeni,' who was producing mukbang content, received many viewer requests to purchase yakgwa. Subsequently, CEO Kim developed a pastry-type yakgwa perfectly suited to the creator’s taste, which became so popular that the prepared quantity sold out within about five minutes after sales began.

Kim said, "From the planning stage, we thoroughly reflect the creator’s intentions and viewer demand to produce products introduced through content, and we also improve products by incorporating subscriber feedback. Since the creator personally explains the intent and background of the product they planned, consumers find it more enjoyable and tend to confidently recommend the product to others after purchasing it."

Recently, they have been increasing product exposure through YouTube Shopping features. This method utilizes the 'YouTube Shopping Dedicated Store' function launched by Cafe24 in June, creating an environment where products are exposed within YouTube channels and content while allowing easy purchases. This has improved purchase conversion rates and business efficiency. Recently, the channel 'Ilbun Mart,' which handles content commerce in short-form format, also uses the YouTube Shopping feature to introduce products.

CEO Kim emphasized, "In commerce, how much exposure you can get is also important, and it is good to be able to effectively showcase products within content. For the recently trending short-form content, products can only be introduced using the YouTube Shopping feature, so it is essential to use this feature."

Providing services specialized for the senior demographic is also one of Monolite’s differentiators. This is because the senior age group is evaluated to have high potential, as studies show that the age group watching YouTube the most is in their 50s. To this end, they communicate with viewers in real time through live streaming functions or operate separate subscriber communities like 'Band.' For senior customers who are not familiar with using electronic devices, customer inquiries are handled by phone. CEO Kim said, "The senior demographic is analyzed as a group that has a particularly high willingness to purchase once a trust relationship is established and maintained."

Monolite’s plan is to continue striving to develop and discover products and brands that creators can directly introduce to subscribers. CEO Kim pledged, "We will continue to create products that embody the values desired by various consumers and creators to generate synergy effects."