SSG.com Sells Kimchi in 'Live Broadcast' with Food Creators

Hong Sonagi launching kimchi sales on SSG.com. (From left: Hong Sound, Nado, Shugie, Sop)

[Asia Economy Reporter Seungjin Lee] SSG.com is launching the sale of premium Poggi Kimchi in collaboration with food creator ‘Hongsunagi’.

SSG.com will broadcast a live commerce session titled ‘Good Kimchi Making Project Hongsunagi Kimchi Special Forces’ on its own live commerce channel ‘SSG Live’ for one hour starting at 8 PM on the 14th.

In this broadcast, SSG.com will exclusively sell a premium napa cabbage kimchi pack (2.5 kg) priced at 19,800 KRW, created with the full participation of the well-known ‘Dia TV’ food creators ‘Hongsound’, ‘Sof’, ‘Nado’, and ‘Shugi’, collectively known as ‘Hongsunagi’, from cabbage selection to factory choice. The prepared quantity is 4,000 packs, totaling over 10 tons.

‘Sof’ and ‘Nado’, who have 1.01 million and 2.74 million subscribers on YouTube respectively, will appear live on the ‘SSG Live’ broadcast to perform a kimchi ‘mukbang’ and interact with viewers. Additionally, Hongsunagi plans to donate a portion of the proceeds from the kimchi sales to support marginalized groups struggling due to the COVID-19 pandemic.

This is not the first time SSG.com has partnered with YouTube creators for exclusive product sales. Since November last year, SSG.com has collaborated with CJ ENM’s one-person creator support project Dia TV to sell products planned by YouTube creators, receiving positive responses.

SSG.com exclusively sold products directly planned and recommended by creators such as ‘Kkulki’, ‘SanjeokTV Babgubnam’, and ‘Ipjjalbeun Haetnim’ through SSG Delivery and Dawn Delivery. This allowed fans to purchase products introduced by creators with strong fan bases, helping to secure ‘fansumers’ (a blend of fans and consumers).

Jonghoon Lee, Marketing Director at SSG.com, said, “Through SSG Live, we will increase platform familiarity by communicating in real-time with younger customers, including the MZ generation, who are accustomed to video content,” adding, “We plan to continue developing various formats of live commerce in the future.”

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