TV Home Shopping, AI Live Commerce, and Smart Store Integration
A Pioneering Experiment in Expanding Sales Channels for Regional Forest Products
With the Lunar New Year approaching, Sangju Gotgam, Korea's representative winter specialty, is set to transform its distribution model.
Gyeongsangbuk-do Province and Sangju City announced that, in cooperation with the Gyeongsangbuk-do Economic Promotion Agency, they will actively promote TV home shopping broadcasts and sales through Naver Smart Store, in conjunction with the "2026 Sangju Gotgam Festival."
This initiative is part of a program supporting the promotion of outstanding regional forest products, focusing not only on festival publicity but also on expanding sales channels both online and offline in a multidimensional way.
A multi-layered marketing strategy will be implemented simultaneously, including support for TV home shopping sales, AI-powered live commerce, dried persimmon sales promotions, influencer-linked marketing, operation of the S-Beauty Promotion Hall, and support for the Gotgam Train.
The introduction of AI live commerce is particularly noteworthy. Moving beyond traditional show host-led live sales, the new structure enables AI to broadcast continuously for up to 12 hours a day, significantly increasing Sangju Gotgam's brand exposure and consumer engagement even before the festival begins. This is being hailed as a "digital prelude" that seamlessly connects the festival, sales, and promotion.
The strategies for each sales channel are also clear. TV home shopping will be broadcast live for one hour from 2:40 p.m. to 3:40 p.m. on January 23 (Friday), coinciding with the festival's opening ceremony, via the NS SHOP+ channel.
Featured items from the Sangju Gotgam Distribution Center, such as the semi-dried persimmon 30-piece 1+1 set (59,900 won) and the semi-dried persimmon 30-piece set (33,900 won), are positioned as signature products targeting the holiday gift market.
Sales through Naver Smart Store will run from January 19 to 30. The "Cheonnyeon Gosu No.3" set is priced at 45,000 won, while the mixed 2-piece set is available for 33,000 won. A 20% discount coupon, offered in conjunction with the festival, further lowers the effective price. The product lineup is designed to broadly target both Millennials & Gen Z, who are familiar with online shopping, and value-conscious holiday consumers.
Sangju Gotgam, registered under the geographical indication system, is already renowned nationwide for its top quality. By ensuring both price competitiveness and accessibility during peak demand for ceremonial and gift-giving purposes, it is being recognized as a new distribution model for regional forest products.
Kang Youngseok, Mayor of Sangju, stated, "This is a great opportunity to purchase high-quality Sangju Gotgam at reasonable prices ahead of the Lunar New Year," and added, "We hope for your interest and visit to the 2026 Sangju Gotgam Festival, which will be held for three days from January 23 to 25."
Meanwhile, Sangju City will also provide free pneumococcal and shingles vaccinations for residents aged 65 and older around the holiday period. By expanding distribution channels for the region's signature specialty and implementing practical public health policies, the city is broadening the scope of citizen-focused administration.
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