After Watching Touch Play, I Fell Deeply for Mom's Touch... Communication in Dining and Retail Is 'Variety Show YouTube'

Mom's Touch Receives Explosive Response with Sports Variety Show on YouTube Channel 'Touch Play'
Popular Shows Include Lotte Chilsung's 'Cloud Saeng Draft' Beer Class and Tmon's 'Show Street Fighter'

[Asia Economy Reporter Lee Seon-ae] As web variety shows produced on mobile channels gain explosive popularity with creative pre-roll ads, YouTube channels of the food service and distribution industries are also undergoing a fresh transformation. In the past, these platforms were mainly used to upload advertisements and product promotion videos, but recently, they have been showcasing self-produced variety content, effectively achieving both brand image improvement and consumer communication.

According to the industry on the 6th, Mom's Touch, a burger and chicken brand operated by Haemaro Food Service, is receiving positive responses from netizens through its sponsored and produced YouTube channel 'Touch Play.' Mom's Touch chose 'sports' as a theme that can approach its main target audience without resistance and create a joyful donation culture. Starting in 2017 with 'Earth Defense Force FC,' featuring soccer players who made the 2002 World Cup semifinal miracle, and producing 'Daenongyeojido,' where domestic basketball legend stars play street basketball, Mom's Touch has been conducting its unique social contribution campaigns. In December 2018, it launched the official YouTube channel 'Touch Play' and began full-fledged sports marketing activities by producing 'Military League,' a soccer and jokgu (Korean foot volleyball) competition in military units, and 'Je-gi King Lee Cheon-su,' a traditional game competition. The channel surpassed 72 million views in just 1 year and 10 months since its opening, proving its popularity as a popular YouTube channel.

Lotte Chilsung Beverage’s beer brand 'Cloud Saeng Draft' is presenting the web variety show 'It’s Okay, That’s All' Season 4 through its YouTube channel 'Beer Class.' Starting from Season 1 in 2019, 'It’s Okay, That’s All' is content that deals with episodes occurring during office workers’ daily lives with beer, told in a way that anyone can relate to and enjoy.

Time Commerce TMON introduced the web variety content 'Showtreat Fighter,' featuring sales competitions among famous domestic celebrities, through TMON and the YouTube channel 'Haeckinssa Play.' This web variety show allows viewers to experience the charm of non-face-to-face shopping through competition for highest sales, interactive communication with viewers, and vivid shopping know-how. Hwang Kwang-hee and Lee Ji-hye, who are gaining popularity on terrestrial TV variety shows and YouTube, participated as MCs. The show consists of various episodes including live sales, preparation processes, and reviews.

Convenience store CU is producing content that can evoke empathy across generations through its official YouTube channel 'CUTube.' The channel has received great responses from consumers by serializing content such as 'CU Haltem,' where grandmother participants review products; the web variety show 'Doyeon’s Convenience Store,' starring comedian Jang Do-yeon as a convenience store owner; 'CU Altem,' where actual convenience store workers recommend products; and 'Extreme Customer Satisfaction,' where MDs recommend products to customers and receive evaluations.

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