[Content Commerce] "Cute Craft Supplies, Watch Videos and Buy Directly on Maniland"

YouTuber Maniland with 430K Subscribers
Popular for Videos Crafting Handmade Items
Commerce Business Operated Since Early Days
Purchase Conversion Rate ↑ with 'YouTube Shopping Exclusive Store' Introduction

"It was so cute and made me want to try making it myself, so I bought it right after watching the video. Please create more kits like this in the future."

This is a comment left on a video posted by ManiLand, a YouTube creator with 430,000 subscribers. The subscriber said they purchased a dedicated kit to try making resin art crafts themselves after watching ManiLand's resin art craft-making video.

The appearance of the Maniland YouTube channel and store tab. Provided by Cafe24

ManiLand is a YouTube creator who works with resin art, a craft using synthetic resin, DIY (do-it-yourself), and charming materials like toys. Since 2019, they have been creating resin accessories made by molding resin or decorating existing items with resin. They also upload various content such as toy reviews and daily vlogs, gradually increasing their subscriber base. Contents like diary toy reviews (2.9 million views) and decorating with Ttibuttib Seal resin art (2.6 million views) have surpassed 2 million views.

The biggest differentiator and strength of the ManiLand channel is 'content commerce.' Since early 2021, when the channel was just starting, they have been operating a direct-to-consumer (D2C) store using Cafe24. This store sells materials used in ManiLand’s craft content production. The types of materials sold include over 500 items such as ▲resin ▲squishy gel ▲coloring tools ▲stickers ▲films ▲molds ▲accessories, and more.

Park Ji-in, the CEO running ManiLand, explained, "When I started resin art crafts, there were no reference video contents in Korea, so I jumped in to enjoy fun resin crafts with many people. After starting YouTube, most comments asked where to get craft supplies, so I thought it would be good to select and sell products directly, which led to starting the commerce business."

‘Consistency’ is also a key to ManiLand’s popularity. They post 1 to 2 videos per week to communicate with viewers, and the total number of channel contents released so far exceeds 900. The D2C shopping mall they operate also consistently introduces 2 to 3 new products every week.

CEO Park said, "The craft market is sensitive to changes in consumer tastes and trends, so it is advantageous to update new products as often as possible. During the COVID-19 pandemic, demand for hobbies at home increased, resulting in a 50% sales growth in 2022 compared to the previous year, and sales have continued to grow steadily since then."

Recently, ManiLand opened a 'YouTube Shopping Exclusive Store' to connect more closely with subscribers. In particular, viewers can check products in the store tab or videos on the channel, and by clicking, they are directed to the ManiLand store to purchase desired products immediately. This has improved purchase conversion rates and business efficiency.

CEO Park emphasized, "Originally, to sell products, we had to attach product links to each content individually, but now it is convenient to easily expose product lists and link them to sales. Even small-scale creators can comfortably grow their business."

ManiLand’s next stage is offline. They have entered Kyobo Bookstore and are holding pop-up stores in various locations such as Songdo Triple Street, Seoul Enter Six, Goyang Starfield, and Sinchon Hyundai Department Store to reach consumers. CEO Park expressed her ambition, saying, "I want to grow brands that everyone with similar tastes like Disney, Marvel, and Sanrio loves, and introduce other characters and brands to further expand the online business."