Lotte Hi-Mart Produces Web Drama... "Targeting MZ Generation Using MBTI Theme"

Poster of the web drama "My MBTI is LOVE?" produced by Lotte Hi-Mart.

[Asia Economy Reporter Lim Chunhan] Lotte Hi-Mart announced on the 21st that it will produce a web drama to communicate with the MZ generation (Millennials + Generation Z), who are familiar with video content.

Lotte Hi-Mart plans to release one episode of the main web drama every month, totaling 10 episodes within the year, on HeartOn TV within its mobile application (app) and its official YouTube channel. On HeartOn TV, viewers can also watch sub-content such as weekly side stories and making-of films. The first main episode will be posted on the 23rd. The prologue, posted on the 2nd, has been viewed by approximately 90,000 people so far.

The web drama "My MBTI is LOVE, but..." features various episodes occurring at a fictional small-to-medium IT company called "HM Company." The genre is romantic comedy. The story is led by the observant male protagonist Do Sangwoo, who deduces the MBTI types of the characters. By using MBTI as a theme, it reflects the culture of the MZ generation, who want to learn more about themselves and share this with others, thereby creating empathy.

Lotte Hi-Mart naturally incorporated services operated by the Lotte Hi-Mart online shopping mall throughout the web drama. Episode 1 focuses on the "Hi-Mart Deal," an event where new products carefully selected daily by Lotte Hi-Mart are sold in limited quantities at special prices for 24 hours.

A Lotte Hi-Mart representative said, "We decided to produce a web drama preferred by the younger generation to naturally introduce our online shopping mall services while maintaining viewing enjoyment. Going forward, we will continue to create empathy and maintain communication by presenting various content using themes that resonate with the younger generation."

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