Why Are Department Store Employees Becoming Show Hosts?... Shinsegae Centum City Supports Local Brands Through Live Broadcasts

Collaboration for Joint Growth Expands from Offline to Online Markets

Shinsegae Centum City is developing a win-win model that supports the online expansion of local brands, aiming for mutual growth both online and offline.

Shinsegae Department Store is running live broadcasts that introduce Busan-based brands through the 'Shinbaek LIVE' section of its own application. In this format, department store employees take on the role of show hosts, communicating with consumers in real time and conveying the unique features and value of the products.

Recently, a broadcast featuring the Busan premium jeonbyeong brand 'Lee Daemyunggwa' was aired. Both a department store employee and a brand official appeared on the show, introducing products and interacting with customers in real time. According to the department store, about 40% of the total viewers that day accessed the broadcast from outside the Busan area, indicating that brand awareness is spreading beyond the local region.

Last year, eight local brands including Lee Daemyunggwa, Samjin Eomuk, and Gitteunjeong participated in Shinbaek LIVE, recording an average increase of over 30% in online sales through a total of 17 broadcasts. Offline store sales within the department store also rose by about 25%, confirming the synergy effect.

A representative from Lee Daemyunggwa said, "Sales noticeably increase the day after a live broadcast," and added, "Many customers say they visited the store after watching the broadcast."

With the achievements of local brands becoming evident, Shinsegae has decided to increase the number of broadcasts by more than 50% this year compared to last year. Busan's fan brand 'Lumena' enjoyed popularity last year while operating a store of about 3 pyeong in size, and will hold its first online broadcast through Shinbaek LIVE on the 28th. The broadcast will take place at 10 p.m., during the peak time for online shopping.

Moon Jinyang, Head of External Cooperation at Shinsegae Centum City, emphasized, "We will continue to pursue a model in which local brands and the department store grow together through collaboration that spans both online and offline."

A department store employee who appeared as a show host (right) is introducing the product together with Lee Daemyung and officials.