Delixer, Accessories Embracing the Value of Sharing... Donation to Animal Rescue Groups Gains Word of Mouth

Positive Response from Value-Driven MZ Generation
70% of Buyers Are Aged 10-20

Lee Sang-bong, CEO of Delixir.

[Asia Economy Reporter Lim Chun-han] "We want to establish ourselves as a brand that helps customers feel satisfaction and joy through meaningful products, and continuously create positive influence through actions that can be practiced daily in their lives."

On the 3rd, Lee Sang-bong, CEO of Delixer, created the accessory shopping mall Delixer through the global e-commerce platform Cafe24. Delixer is a brand that gives back to society by donating a portion of its sales to animal protection organizations, receiving positive responses from the value-driven MZ generation (Millennials + Generation Z). In fact, Delixer’s products bear the phrase ‘Donation for Stray Animal Support,’ and 70% of the brand’s purchasers are in their teens and twenties. Recently, many celebrities have been wearing Delixer products, and as word spreads among the MZ generation that Delixer helps stray animals, more customers are visiting the shopping mall. As of January this year, the cumulative number of members on its own mall increased eightfold compared to the previous year, and the number of visitors to the shopping mall increased seventeenfold.

The brand direction of Delixer embodies the value of sharing. The social issue it focuses on most recently is stray animals. CEO Lee personally visits facilities such as stray animal shelters located in Daegu, Ilsan, and Paju to care for animals and participate in volunteer activities to improve their living environments. He said, "Many people adopt pets simply because they are pretty and cute, but often abandon them easily due to the unexpected effort and costs involved," adding, "This leads to cases where feral stray animals cause harm to people, and more seriously, it risks people forgetting to respect life and perceiving animals as disposable beings, which is a serious social problem."

CEO Lee pointed out ‘communication’ as an important element for value-driven brands. Delixer consistently posts volunteer-related content through social media. On Delixer’s Instagram, it is common to find domestic and international customers inquiring about volunteer activities or expressing gratitude for becoming aware of social issues thanks to Delixer. He said, "With technological advancements, people can more easily take interest in various social issues, and consumers tend to willingly purchase products that align with their beliefs," adding, "I expect existing companies will increasingly move in directions that reveal their values."

However, CEO Lee emphasized the need to be cautious of the phenomenon where value is promoted but product quality is lacking. To enhance product quality, he personally surveys markets daily in Dongdaemun and Namdaemun and strives to find capable collaboration partners. In the future, Delixer plans to create characters and content that run through the brand story and to actively enter overseas markets.

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