Lotte Homeshopping Unveils Unique 'Mukbang' Content 'Yahan Sikdang Season 2'

On the 22nd, YouTuber 'Sanghaegi' and singer 'Jo Hyunyoung' to appear
Selling ready meals with a 'Mukbang' concept

[Asia Economy Reporter Kim Yuri] Lotte Homeshopping announced on the 20th that it will launch the mobile program "Yahan Sikdang Season 2" on the 22nd, collaborating with famous influencers and utilizing content highly favored by the MZ generation (Millennials + Generation Z) such as "Mukbang" and "Cookbang".

"Yahan Sikdang" is an abbreviation for "a broadcast for those who endlessly crave meals late at night," and is mobile content introducing ready meals in collaboration with famous influencers under the concept of "late-night Mukbang." In Season 1, which ended last April, 1 million-subscriber Mukbang YouTuber "Hibap" and chef "Yang Jihoon" appeared and introduced various ready meals such as tteokbokki and chicken feet, achieving a cumulative view count of 1 million and receiving high acclaim.

With the recent surge in demand for home meal replacements (HMR) such as meal kits and instant foods mainly among the MZ generation, Lotte Homeshopping planned Season 2 in collaboration with influencers familiar to young people, including "Sanghaegi," a Mukbang YouTuber with 700,000 subscribers who specializes in reviewing gourmet restaurants and ready meals. They selected ready meals highly favored by the MZ generation, such as snacks and drinking snacks, and will add fun by cooking them directly using recipes from famous restaurants nationwide and offering tastings.

The launch broadcast, held at 7 p.m. on the 22nd on the mobile TV channel "ELive," will feature YouTuber "Sanghaegi" and singer "Jo Hyunyoung," selling popular late-night foods such as duruchigi and gamjatang. They will prepare and offer tastings of "Kimchi Duruchigi" from "Yukwoljeong," which has specialized in duruchigi for three generations, and "Tongppyeo Gamjatang" from "Myeongga," a 20-year-old brand with over 90 franchise stores nationwide. Products introduced through "ELive" will be offered at the largest discount ever.

Lee Bohyun, head of Lotte Homeshopping's content division, said, "Reflecting the high preference of the MZ generation for meal kits and home meal replacements, 'Yahan Sikdang Season 1' received more response than expected, so we decided to launch 'Season 2' based on more differentiated products and content. We will continue to collaborate with influencers favored by the MZ generation and continuously introduce competitive content reflecting the latest shopping trends to secure a young customer base."

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