Beauty Yoo Inna, Fashion Han Yeseul, Living Ahn Jaehyun
"Expected to Serve as Tentpole IPs, Universe Expansion Anticipated"
CJ OnStyle announced on the 18th that it will launch season 2 of the mobile live broadcast 'Han Ye-seul's What to Wear Today.' The mobile live broadcast introduced last year will be reorganized into three categories: fashion, living, and beauty, for season 2.
The fashion intellectual property (IP) 'Han Ye-seul's What to Wear Today' season 2 is scheduled for its first broadcast at 9 PM on the 18th. The keyword for season 2 is fashion hauling, which involves reviewing purchased items. Trendsetter Han Ye-seul, known for her excellent fashion sense, will share information and honest reviews on style, quality, fit, and more for each fashion product with viewers.
The first broadcast topic is 'Must-have Outerwear Between Winter and Spring,' introducing high-sensitivity fashion brands such as Ink, Max Mara, and Lavenham. 'Han Ye-seul's What to Wear Today' achieved nearly 800 million KRW in transaction volume per episode and surpassed 10 million cumulative short-form views, demonstrating high seller popularity and IP viral effects. For season 2, highlights from the main broadcasts will be repurposed into short-form content and actively distributed on platforms like YouTube and TikTok to increase platform inflow.
The living IP 'Ahn Jae-hyun's Brief Indoor Time' season 2 is scheduled for its first broadcast at 9 PM on the 19th. Season 2, with a concept of virtual home tours visiting celebrity homes, has significantly expanded its lineup with guests who have unique interior tastes and sensibilities. The broadcast on the 19th will feature Jung Ye-seul, former CEO of O!Oi and selected as one of Forbes Asia's 30 Under 30 leaders.
Season 1 recorded an average unique viewer (UV) count more than 29 times higher than typical mobile live broadcasts. It is evaluated to have greatly increased the buzz in the living category through the synergy of sellers, content, and products. As a result, the living category recorded the highest growth rate among all product categories in CJ OnStyle's mobile live show transaction volume last year. In March, a spin-off content of 'Ahn Jae-hyun's Brief Indoor Time' is also planned to be introduced.
The beauty IP 'Get It Beauty with Yoo In-na' was launched earlier on the 3rd. It introduces a variety of the latest beauty trends, from rising beauty to slow-aging beauty, and has received a positive response since the broadcast began. The luxury aging care brand 'Jisandal,' which aired on the 3rd, recorded 300,000 UVs, and the premium shampoo 'Roma' broadcast on the 10th exceeded its sales target by 168%.
A CJ OnStyle official stated, “The newly launched mega mobile live show season 2 is expected to serve as a tentpole IP guaranteeing definite success in the fashion, living, and beauty fields,” adding, “We will accelerate the expansion of the IP universe this year and lead the mobile live commerce market.”
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