Strengthening Live Commerce Business Collaboration
"We Aim to Enhance Brand Competitiveness in China"
Aekyung Industrial announced on the 27th that it is partnering with China’s leading multi-channel network (MCN) company, Xinshen Group, to secure brand competitiveness within China.
On the 26th, Aekyung Industrial held an “Aekyung Brand Day” at its headquarters located in Mapo-gu, Seoul, to strengthen the partnership with Xinshen Group for live commerce business collaboration. This event was organized to enhance live commerce competitiveness, expand Aekyung Industrial’s brand awareness in China, and reinforce the partnership between the two companies.
Aekyung Industrial announced on the 27th that it will strengthen its partnership with China's Xinshen Group to expand the live commerce market. Photo by Aekyung Industrial.
Founded in 2017, Xinshen Group is a representative MCN company in China. It manages influential Chinese Wanghong (internet celebrities) such as Xinba (辛巴) and Dandan (蛋蛋). Centered on live commerce, it has rapidly grown and maintains a leading position in China’s live commerce industry. At the event, the top Wanghong “Dandan,” who has 100 million followers, attended in person.
Through this partnership, Aekyung Industrial plans to carry out activities to strengthen the live commerce market, including activating Chinese live commerce channels such as Kuaishou and TikTok (Douyin), enhancing brand collaboration, and expanding Wanghong marketing.
An Aekyung Industrial official stated, “With the recent easing of the Hanhanban (Korean Wave ban) atmosphere, we expect to increase corporate and brand competitiveness in China through strengthening our partnership with Xinshen Group and to strategically target the Chinese market. Aekyung Industrial plans to continue diverse marketing activities for global market diversification, including not only China but also Japan, the United States, and Southeast Asia.”
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