A Distribution Model Integrating Content, Products, and Experiences
On May 27, E Channel, a media affiliate of Taekwang Group's Tcast, announced that it will officially launch a story-driven media commerce strategy utilizing original content IP (intellectual property) through its variety show 'International Student Eonamseon'.
'International Student Eonamseon' is a program that follows actors Ryu Sooyoung, Yoon Kyungho, and Monsta X's Kihyun as they travel to various countries to learn about global cuisines. The plan goes beyond a simple travel and cooking variety show, aiming to reinterpret international recipes in a Korean style, commercialize them, and expand this into a media commerce model by connecting it with goods and experiential activities.
E Channel is developing and selling goods such as foods, cooking utensils, and cast styling featured in the show, and is pursuing a strategy that integrates viewing experiences and consumption through content operation across both broadcast and digital platforms. Through this, the channel aims to introduce a new form of story-based media experience that naturally incorporates elements of food, travel, and lifestyle.
The official E Channel YouTube store is currently selling a variety of 'International Student Eonamseon' goods, including aprons, T-shirts, hats, and kitchen towels. These products are designed to reflect the show's universe, combining practicality and emotional appeal, and are drawing attention as a medium that strengthens emotional connections with the content's fandom.
The pop-up store tour will also be launched in earnest. The 'Ryuhaksik' tour, where viewers can directly taste representative dishes from the countries experienced by the three brothers in the program, is designed as an offline commerce experience centered on viewer participation. Starting with the Portugal edition at The Hyundai Seoul on May 31, the Brunei edition will be held at The Hyundai Pangyo on June 21, followed by an experiential space themed around Sicily from July 12.
Tcast is expanding its commerce platform base through collaboration with the T-commerce home shopping channel 'ShoppingNT'. Moving forward, the company plans to introduce popular products and collaborative brands from the program in the form of curated events on its mobile app, and aims to establish a new distribution model that combines real-time content and shopping.
With this project, E Channel is shifting from the traditional one-way TV-centered content delivery model to a two-way IP production system that expands enjoyment through offline experiences and interaction. By realizing the 'Ryuhak Recipe' and the universe of 'International Student Eonamseon' through tangible spaces and products, the channel plans to evolve into a content platform that strengthens communication with viewers.
Kang Jinwon, head of Tcast's IP Business Team, stated, "E Channel aims not only for simple content consumption, but also to provide a brand experience centered on storytelling," adding, "Starting with 'International Student Eonamseon', we will continue to expand media-commerce convergence models utilizing various original IPs."
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