"Too Lazy to Explain"... The Hardware Store Son's Video Falling into 'Mannerism' Is a 'Masterstroke' [Content Commerce]

Interview with Park Dong-yeop, CEO of CheolmuljeomTV
First Encounter with Tools as a Pension Manager
Sharing Practical Tips and Effective Tool Usage Methods

"We will continue to produce easy-to-understand content that anyone can freely access whenever they have questions or need tools."

Park Dong-yeop, CEO of CheolmuljeomTV, is a YouTube creator who delivers practical knowledge and various tools needed in daily life. He not only introduces various materials and tools such as waterproofing agents, silicone, and pliers but also shares practical tips like how to install a washing machine water supply hose and how to tie heat-treated wire (ban-saeng-i) knots in an easy-to-understand manner.

Screenshot of a video from the YouTube channel 'Cheolmuljeom TV'.

After graduating from university, Park encountered tools while working as a manager of a pension building. At that time, he took charge of simple pension material repairs and learned the basics of tool usage. Later, he joined 'Yeonam Cheolmul,' a hardware store run by his parents in Ulsan, where he gained professional knowledge by selling tools. While working in tool sales, Park felt a sense of monotony from having to explain the same tool products repeatedly to different customers.

Eventually, feeling that "this can't go on," he started producing videos about how to use tools and attached QR codes in front of store items to guide customers. Then, while occasionally seeing interesting and novel new products sent from suppliers, he thought, "How about introducing these fascinating items to customers?" and began uploading content on YouTube. Many viewers became enthusiastic about the content introducing new products.

The distinctive feature of CheolmuljeomTV is that it deals with "tools that can be handled by hand." When the channel started, there were many YouTube contents introducing expensive tools like drills and motors. However, content reviewing affordable hand tools priced around 10,000 to 20,000 KRW was lacking. CheolmuljeomTV began posting content introducing inexpensive hand tools, and viewers cheered. Comments like "I want to buy the items introduced here at my local hardware store" started appearing, and viewers interested in purchasing hardware store items gradually increased.

In response, Park started online sales on Naver Smart Store and also on YouTube. On the 'Store' tab of the CheolmuljeomTV YouTube channel, viewers can purchase a total of 62 types of tools including safety glasses, hole cutters, wrenches, and torches. Park explained, "YouTube shopping service allows us to guide viewers to an easy product purchase window like home shopping. Online sales have increased significantly through YouTube videos, and many customers who visit the store recognize us, so we are seeing many positive effects." In fact, some products sold out after videos posted by CheolmuljeomTV recently.

One of the most popular videos on the CheolmuljeomTV channel is about how to work with silicone. The video surpassed 1 million views and received positive feedback from viewers. Park explained, "When applying silicone to window frames, it needs to be done neatly, and the video provided useful information to viewers, gaining great response." The majority of CheolmuljeomTV subscribers are men in their 50s and 60s who have moved to rural areas or manage buildings. Since starting the channel in 2018, the subscriber count has grown to over 276,000, and there are many videos with over 1 million views each.

Park’s goal is to grow CheolmuljeomTV into "a place where any tool can be found." He said, "I enjoy discovering the charm of tools by handling and using them. Going forward, I want to introduce many tools that help in daily life and feel a sense of accomplishment."