[Content Commerce] Subtle Inspiration in a Monotonous Life... Father and Daughter's 'Bike Journey'

Idaram, CEO of 'Daram's Yololozolo'
68,000 Subscribers for Father-Daughter Biking Videos
Biker Kid Leather Gloves... Ranked No. 1 on Portal Shopping Sites

"In a world that moves so quickly, I want to capture the moments in life when I pause to enjoy the breeze."

'Daram's Yololozolo' is a YouTube channel that shares stories of traveling the world by bike. By posting videos of touring the country and riding bikes overseas, the channel has attracted about 68,000 subscribers.

Idaram, CEO of Daram's Yololozolo, enjoying a ride in the Hongcheon cosmos field with his father. Photo by Cafe24

The channel is run by CEO Idaram, who majored in music. However, in 2018, feeling a sense of monotony in life, he decided to pursue the freedom he had dreamed of as a child through biking. The channel's main audience is people in their 20s to 40s. It is also followed by those who dream of freedom and adventure through biking and travel, as well as aspiring riders or virtual travelers who hope to set out on a journey someday. He explained, "The secret to the channel's popularity is sharing honest experiences and emotions from actually riding a bike, such as stories of mistakes made as a beginner or the awe of watching a sunset on a trip, rather than focusing on flashy techniques or expensive gear."

Daram's Yololozolo is a father-daughter channel. In the early days, his father strongly opposed Idaram riding a bike, but now he has become his most reliable riding companion. His father, who dedicated his life to his family, decided to take on the challenge of obtaining a Class 2 motorcycle license at the age of 60, and their journey riding together was captured on video. The content in which he surprises his father with a motorcycle gift attracted significant attention, surpassing 1.57 million views.

Idaram said, "After losing my mother, I left Seoul and moved to Wonju to be with my father, thinking it would be nice to have a hobby we could share together. At first, my father started with a mix of worry and curiosity, but gradually he was drawn to the charm of biking. I think viewers are moved by seeing a father and daughter travel together."

Recently, he expanded his business by launching products for bikers, such as gloves and bags. Based on years of biking experience and the shortcomings he felt with existing products, he began creating items that are truly essential from a rider's perspective. The flagship product, 'Yololozolo Kid Leather Gloves,' went through dozens of sample iterations to achieve optimal grip and a soft fit. Smaller sizes were also made available for female riders. The product sold out its initial batch and ranked number one in portal site shopping rankings, gaining significant popularity.

These products are showcased naturally within various channel content using the 'YouTube Shopping' feature on the Cafe24 platform, including the 'Store' tab, guiding viewers on how to purchase. Idaram explained, "Even without explicitly directing viewers to the shop, they can experience both the video and the product in a seamless flow through tagged product information."

Recently, Idaram has been focusing on 'expanding brand experience.' The key is not just to sell products, but to plan new items reflecting customer feedback and to create synergy by integrating products naturally into travel stories. This year, the goal is to reach 100,000 subscribers and launch one or two more new products that capture the spirit of 'Daram's Yololozolo.'

He also expressed a desire to improve society's negative perception of bikes through the channel. "It is true that negative perceptions have arisen due to the dangerous driving of some riders, but most riders prioritize safety and enjoy freedom within agreed rules," he emphasized. "I believe it is also an important role of our channel to show that biking can be a safe and enjoyable leisure culture."

He added that he hopes the channel will become the first one people think of when they want to start biking. "My goal is to establish the most trusted lifestyle bike brand that people can rely on," he said. "If our videos can give someone the courage to embark on a new challenge, and our products can make that journey safer and richer, that would be wonderful."