11st, Live Broadcast of 'Choi Jun' and 'VIPS Store Teardown'

At 9 PM on the 19th, Choi Jun's 'VIPS Strawberryholic Salad Bar' Raid Broadcast
'VIPS To-Go Pork Ribs' 40% Discount, 'VIPS Strawberry Salad Bar' Voucher 26% Discount

[Asia Economy Reporter Yuri Kim] 11st announced on the 18th that it will present a live broadcast called 'VIPS Store Takeover' featuring the trending character 'Choi Jun (comedian Kim Hae-jun)' through its live broadcast corner 'LIVE11'.

The 'VIPS Takeover' broadcast, scheduled to go live at 9 PM on the 19th from a VIPS store, will feature the popular online character 'Choi Jun' appearing as a dessert cafe owner to introduce VIPS' spring season new menu 'Strawberry Holic', which offers unlimited strawberry desserts.

'Choi Jun' is a cafe owner character played by comedian Kim Hae-jun on the YouTube channel 'Pisik University'. He has gained immense popularity for his addictive cheesy tone and sly gestures. Choi Jun will walk around the store with his unique speech style while doing a mukbang, conduct interviews with on-site chefs, and hold surprise prize events during the broadcast.

During the broadcast, the 'VIPS To-Go Pork Ribs' (40% discount) will be available for 8,940 KRW, the 'VIPS Strawberry Weekday Lunch Salad Bar Ticket' (23% discount) for 18,900 KRW, and the 'Dinner & Weekend Salad Bar Ticket' (26% discount) for 23,900 KRW.

Earlier this month, 11st newly introduced an entertainment-style broadcast corner in 'LIVE11'. The aim is to increase engagement with the MZ generation by combining entertaining elements that encourage viewer participation. The 'Store Takeover' broadcast, with the concept of 'taking over the store and benefits,' is an offline store raid live show for customers who find it difficult to go out due to COVID-19. The 'Baskin Robbins Takeover' broadcast on the 8th attracted a record-breaking 250,000 viewers, marking a successful hit.

Since the launch of three new corners ▲'Takeover' (a store raid broadcast on behalf of viewers who cannot go outside) ▲'Real Review' (a real review broadcast that thoroughly answers viewers' questions about hot new products) ▲'Live Show' (a mukbang featuring seasonal specialties from local producers nationwide co-planned with them) from March 2 to 12, the total number of viewers for 'LIVE11' broadcasts reached approximately 1,287,000, about five times higher than the previous period (February 1 to 11) with around 281,000 viewers. During the same period, transaction amounts during broadcast hours also increased by about 40%.

Nam Eun-hee, head of commerce innovation at 11st, said, "In the era of non-face-to-face interactions, live broadcast content is establishing itself as a new breakthrough that allows customers to shop and communicate simultaneously," adding, "We plan to continuously increase collaborations not only with interesting entertainment content that attracts new viewers but also with trending influencers who can create a sense of familiarity with customers online."

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