"Sold-Out Sensation" Joseon Royal Square Lantern Goes Live on Commerce... Collaboration with Hyundai Home Shopping

National Heritage Promotion Agency to Host Mobile Live Broadcast on January 23
Featuring 98 Popular Products Including the "Dancheong Keyboard"

National heritage cultural products, which have become so popular among younger generations that they have even experienced shortages due to their "hip" appeal, will be featured on a home shopping mobile live broadcast.

The National Heritage Promotion Agency announced on January 22 that, starting January 23, it will launch the "Hyundai Home Shopping X National Heritage Promotion Agency K-Goods " live broadcast and online special exhibition in collaboration with Hyundai Home Shopping. In line with the shopping trends of Millennials & Gen Z, who have emerged as the main consumer group, the agency is introducing a live commerce format that enables real-time interaction.

The broadcast will be streamed live for one hour from 8:00 p.m. on January 23 via the Hyundai Home Shopping mobile app (Hmall). The lineup includes 98 products across 43 categories, featuring last year's most talked-about items that captured consumer attention. Highlights include the renewed version of the "Joseon Royal Square Lantern," which sold out immediately after launch thanks to its wireless convenience, as well as steady sellers like the "Dancheong Keyboard" and the "Joseon Royal Wine Stopper."

The agency has prepared practical benefits for live broadcast viewers, such as free shipping and complimentary gifts. For consumers who miss the broadcast, an online special exhibition will continue for eight days on Hmall until January 30.

Jin Nara, Director of the Craft Industry Promotion Division at the National Heritage Promotion Agency, stated, "We hope these cultural products utilizing national heritage will naturally become part of consumers' daily lives," adding, "We will continue to diversify distribution channels for traditional cultural products to match the status of K-content."