[Content Commerce] 'Stylish Seniors' in the Spotlight... A 60-Something Mom's YouTube Challenge

Interview with Mamdre CEO Hyunju Lee
Started YouTube with Her Son... 7,000 Subscribers in Three Days
Natural Freshwater Pearl Necklace Sells Out Through Cafe24

Co-CEO Hyunju Lee has been running the YouTube channel 'Mamdre' with her son, co-CEO Junsu Kim, since August last year. She was an ordinary woman in her 60s, and the memory of standing in front of the camera for the first time five years ago is still vivid for her. She struggled to speak easily and went through several rounds of trial and error.

Hyunju Lee, CEO of Mamdre. Provided by Cafe24.

Feeling that being a creator did not suit her, Lee was encouraged by her son's suggestion to "just start with a light heart." As a hobby, she began uploading videos casually, and as a result, more than 7,000 subscribers joined the channel within just three days of its launch. Recently, the number of subscribers has surpassed 20,000, and there are now more than ten videos with over 100,000 views each.

The Mamdre channel introduces viewers to fashion items that are suitable for everyday wear. The mother and son duo visit a variety of stores together, including Namdaemun Market, Dongdaemun Market, Costco, and even fast fashion brand Zara. Lee tries on and shops for fashion items herself. Based on these experiences, she provides detailed styling tips, such as how to match colors, choose designs, and combine accessories.

Lee said, "I have always been so interested in fashion that I could shop for hours without getting tired. When I was younger, I even ran a children's clothing store, so people around me often asked me for styling tips. In the past, many people thought of senior fashion as sloppy, but recently, there has been a growing demand among people in their 60s and 70s who want to take care of their appearance."

A scene from the channel 'Mamdre' operated by co-CEO Hyunju Lee. YouTube screen capture.

The main viewers of the Mamdre channel are women in their 50s to 70s. Taking this audience into account, the videos are filmed and edited to be as comfortable to watch as possible. The channel minimizes the use of flashy transitions or sensational effects commonly found in YouTube content, and instead focuses on long takes that linger on a single scene.

Kim explained, "It is not easy for a creator in their 60s to go out into the field themselves, so there are not many similar types of content in the market. Especially since our content features a mother and son introducing fashion items together in various locations, people seem to find it refreshingly authentic."

Mamdre videos are also popular overseas. Content related to global fast fashion brands like Zara attracts foreign viewers, and there are many comments from overseas Koreans who watch the videos to find clothes that fit their body type when they visit Korea.

As interest in the fashion items featured in the videos has grown, there has been a flood of requests from viewers wanting to purchase those products. In response, after applying YouTube's shopping feature through Cafe24, the channel has increased its purchase conversion rate and business efficiency by exposing products through the 'Store' tab and within the content itself.

The first products introduced were a 'natural freshwater pearl necklace' and a 'scarf leather tote bag.' Lee personally selected and wore these items before introducing them in the content. The natural freshwater pearl necklace sold out its initial stock immediately after being posted, and the cycle of restocking and selling out has continued. The scarf leather tote bag was subsequently added and is also being sold.

Lee emphasized, "As a consumer, I have purchased many fashion products, but especially when buying clothes through mail order, I was often disappointed because they did not meet my expectations. That is why I carefully explain even the drawbacks of products and only select items that I can confidently recommend to anyone."