GS Shop Launches 'Mullae Live' Live Commerce Production Agency Business in Full Swing

GS Shop is intensifying its 'Mullae Live' business, a live commerce production agency service.

[Asia Economy Reporter Lim Chun-han] GS Shop announced on the 21st that it will intensify its live commerce production agency service business called ‘Mullae Live’.

Mullae Live is a brand-specialized production service for businesses that need professional live commerce content, utilizing the broadcasting production capabilities accumulated by GS Retail through its home shopping business. It covers almost all areas related to live commerce, including broadcast content planning, directing, video art, hosts, chat support, and transmission technology. Unlike most live commerce production agencies that remain at the level of shared economy services such as simply renting filming equipment or providing locations, Mullae Live pursues clear differentiation and professionalism by offering a total service.

Since launching the pilot service of Mullae Live in March, it has secured major brand clients such as P&G, Philips, Daesang, and Dong-A Pharmaceutical. It has also expanded partnerships by transmitting through major domestic live commerce channels such as Naver, eBay Korea, and Coupang. In the future, it plans to provide simultaneous transmission services to more diverse channels through live commerce channels operated by GS Retail, including Shoppy Live and GS Fresh Mall.

A GS Retail official said, "We aim to grow Mullae Live into a new business that satisfies clients by expressing the core purchasing factors of brands and products with optimal directing, leveraging nearly 30 years of home shopping broadcasting expertise," adding, "We will play a leading role in providing specialized and differentiated services in the live commerce market, a new key topic in the e-commerce industry."

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