Department Store Live Broadcast... AK Plaza and Hong Yunhwa's 'Gejang Mukbang'

Live Broadcasts in Various Spaces Beyond Department Stores
Simultaneous Online and Offline 'Gejang Mukbang' Live Showcases

[Asia Economy Reporter Minyoung Cha] AK Plaza announced on the 2nd that it will activate the 'contactless (untact)' channel, which has recently become a trend.

On the 29th of last month, AK Plaza held a mukbang featuring comedian Hong Yunhwa and 'Bapsunsak Kkotgeya' soy sauce and seasoned crab at the AK Plaza Bundang branch. The broadcast was conducted on a specially prepared stage at the Piazza 360 plaza on the first floor of the Bundang branch to communicate in real-time with both online and offline customers simultaneously. Comedian Hong Yunhwa mixed the crab with rice and tasted it while engaging with customers with her cheerful talk. About 300 orders of crab were placed during the broadcast.

On the 27th of last month, a live broadcast of 'Seongju Chamoe' (Seongju melon) was held at a logistics warehouse located in Dongtan, Gyeonggi Province. The broadcast was set up at the logistics warehouse of Chaegawon, a department store fruit and vegetable distributor. An executive from Chaegawon appeared riding a forklift used for work, introducing the products and providing fruit tasting information along with an on-the-spot sweetness check. Despite continuous background noise throughout the filming, customers responded positively, saying, "It's real and fresh," and "The fruit looks fresher."

In addition, AK Plaza strengthened its product power by collaborating with famous brands. On the 27th of last month, AK Plaza held the industry's first live broadcast with the handbag brand MCM, loved for its heritage style. Customers responded enthusiastically as they could purchase popular products from offline stores with different benefits than usual. AK Plaza also plans to collaborate on live broadcasts with well-known domestic and international brands such as 'Hera,' 'Shiseido,' and 'Tommy Hilfiger,' which are located in the department store.

AK Plaza started mobile live broadcasting last September with Grip, a mobile V-commerce platform company. AK Plaza's mobile live broadcasts, which emphasize freshness and sincerity, recently challenged itself by selecting 'Showporters' composed of millennials to appear on the broadcasts.

A representative from AK Plaza's New Channel Team said, "Mobile live broadcasting has the advantage of convenience in terms of shooting locations and equipment," adding, "We plan to deliver the vividness of the site to customers who shop 'untact' through various methods such as visiting product origins and factories."

This content was produced with the assistance of AI translation services.