Comprehensive point platform company NBT has achieved strong results from the very launch of its new commerce business, which it had been preparing since the beginning of the year.
On July 2, NBT announced that its first in-house planned product, "Wonjo 23beonji Namsan Donkatsu," launched through its subsidiary NBT Retail, was completely sold out on the day of its debut on Lotte Homeshopping. The company stated that it is preparing to expand into various distribution channels with the goal of achieving 5 billion KRW in sales by the end of this year.
"Wonjo 23beonji Namsan Donkatsu" is a brand that has recently been recognized for its authenticity after a prolonged trademark dispute. After acquiring the license for this brand, NBT has taken the lead in every stage of the process, from planning and production to distribution and marketing, directly managing the operation.
Starting with this project, NBT announced that it will fully implement an "online D2C commerce" strategy based on licensing, and is currently signing new contracts with multiple food and lifestyle brands. By integrating its domestic No.1 Addison Offerwall network, which boasts 10 million monthly active users (MAU), and its sophisticated targeted marketing technology into commerce, the company aims to foster brands and monetize business models on a digital platform. NBT stated that its capability to secure a large consumer base and its 13 years of experience in advertising operations will provide license holders with sustainable opportunities to commercialize their brands.
Going forward, NBT plans to gradually digitalize the payment and rewards systems within its commerce business. The company aims to evolve into a utility platform that integrates stablecoin-based reward payments and consumer settlement functions. NBT explained that this strategy goes beyond simply expanding sales channels, as it represents the first model to demonstrate the potential entry into a "digital commerce infrastructure" that connects payment, rewards, and advertising.
A company representative stated, "The launch of this commerce business is not just about selling a new product, but is a case that proves NBT's business structure, which directly connects brands and consumers based on our platform technology. In conjunction with our recently launched stablecoin business, we will rapidly evolve into an integrated platform encompassing rewards, commerce, and payments."
NBT is currently pursuing strategic new businesses, such as building a stablecoin-based rewards and settlement platform, using the 35.7 billion KRW in funds secured from the sale of its real estate assets.
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