Lotte Home Shopping Collaborates with 'Reverse Hit Stars' Narsha and Lee Eui-jung to Present Mobile Content

Lotte Homeshopping is planning mobile content linked with so-called reverse-hit stars such as singer Narsha and actress Lee Eui-jeong, embarking on differentiated influencer marketing (Photo by Lotte Homeshopping).

Mobile TV 'Celeb Lounge' Appoints Narsha as Promotional Model, Commemorative Special Broadcast and Planned Exhibition
Joint Purchase Market with Actress Lee Ui-jung, Singer Chae-rina, and More... Launch of Mobile Specialty Programs

[Asia Economy Reporter Kim Yuri] Lotte Home Shopping is planning mobile content linked with so-called reverse-hit stars such as singer Narsha and actress Lee Ui-jung, embarking on differentiated influencer marketing.

As the retro craze continues mainly among the MZ generation, interest in popular culture around the 20th century has increased, leading to the planning of mobile content connected with popular stars of that era. Accordingly, Narsha, a representative reverse-hit singer, was selected as the promotional model for the influencer commerce platform 'Celeb Lounge.' In June, a promotional video with the concept of "Narsha introduces an unprecedented super special group purchase" was released, achieving 200,000 views. In addition, joint purchase markets and new mobile programs collaborating with popular stars considered 90s fashion icons, such as actress Lee Ui-jung and singer Chae-rina, will also be introduced.

Lotte Home Shopping will hold a commemorative special broadcast for the selection of the 'Celeb Lounge' promotional model through mobile TV 'ELive' at 5 p.m. on the 19th. Singer Narsha will appear and conduct a one-person group purchase market showcasing luxury watches such as Ferragamo and Herm?s, which are gaining attention among the MZ generation, while also offering styling tips. A special exhibition called 'Narsha PICK,' introducing beauty products and seasonal fruits recommended by Narsha, will also be presented. Every Wednesday from 5 p.m. for 120 minutes, actress Lee Ui-jung will host 'Lee Ui-jung Bulshow,' the first living specialty program on mobile TV. Under the concept of "introducing items recommended by Lee Ui-jung at burning prices," the show introduces food and living items and shares housekeeping experiences. The launch broadcast on the 7th introduced meal kit products such as steak and pizza, recording 30,000 views. Every Thursday at 7 p.m., 'Miracle Show,' introducing beauty and fashion items recommended by influencers, will be launched. On the first broadcast on the 15th, singer Chae-rina will appear and introduce serums, tone-up creams, and other items she considers her 'life items.' Additionally, to commemorate the launch of new programs, customers participating in the comment event will be entered into a draw to receive concert tickets featuring singers Lucid Fall and Stella Jang.

Lee Bohyun, Head of Content Division at Lotte Home Shopping, said, "As 'reverse-hit' and 'reverse recall' have recently become trends, we planned and presented differentiated mobile content with famous stars of the era. We expect to evoke nostalgia among middle-aged and older generations and generate interest and curiosity among the MZ generation, gaining empathy across various age groups. We will continue to expand content featuring influencers suitable for live commerce."

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