Oasis Market and KT Alpha Establish Joint Venture to Launch 'OnAir Delivery' Market

100 Billion KRW Joint Venture
Cookbang Specialized Live Commerce + Instant Delivery Logistics Infrastructure
Providing Delivery Service During Broadcast

(From the left) Seongsu Jo, Executive Vice President of KT Alpha's Business Planning Division, and Junhyung Ahn, CEO of Oasis Market, are taking a commemorative photo after the agreement ceremony.

[Asia Economy Reporter Yuri Kim] Oasis Market is partnering with KT Group’s commerce-specialized company KT Alpha to pioneer the 'On-Air Delivery' market.

Oasis Market and KT Alpha announced on the 10th that they held a signing ceremony on the 8th and decided to establish a joint venture called 'Oasis Alpha (tentative name)' and make a joint investment. The ceremony was attended by An Junhyung, CEO of Oasis Market, and Cho Seongsu, Executive Vice President and Head of Management Planning at KT Alpha, representing their respective companies.

KT Alpha, KT Group’s content commerce business operator, and Oasis Market, a dawn delivery specialist, decided to establish a joint venture to maximize the synergy of their existing core commerce capabilities.

Oasis Alpha (tentative name) will be the first in Korea to promote the live commerce-based 'On-Air Delivery' business. On-Air Delivery is a service that delivers products immediately during live commerce broadcasts. Oasis Alpha plans to expand its mobile business based on live commerce and secure competitiveness in the food culture market through this service.

Oasis Alpha will be co-managed by Choi Yoosung, Head of Mobile Live Business Division at KT Alpha, and Kim Youngjun, Chairman of Oasis Group, as co-CEOs. The capital is planned to be around 10 billion KRW, with a launch scheduled for the second half of the year. Service planning and development will begin this year, with full-scale business operations starting in the first half of next year.

The share of online grocery shopping in the food market is expected to expand from 25.2% last year to 40% by 2025. The domestic quick commerce market is also projected to grow from 700 billion KRW last year to 5 trillion KRW by 2025. The influence of video content such as live commerce on the food market is also increasing.

In response to this market environment, both companies have agreed to jointly promote the new On-Air Delivery business, which combines live commerce and quick commerce, consolidating their commerce capabilities.

KT Alpha will be responsible for ▲content production, broadcasting, management, and operation ▲product development and sourcing including private brand products ▲sales of products linked to KT Alpha Shopping TV programs. Oasis Market will leverage its competitive fresh food products and logistics system capable of same-day delivery based on offline hubs to focus on ▲service development and maintenance ▲logistics center operation and expansion ▲offline store-linked sales, combining their specialized capabilities.

An Junhyung, CEO of Oasis Market, said, "By combining Oasis Market’s strength in fresh food dawn delivery service with KT Alpha’s experience in broadcasting content production, we plan to provide a differentiated service compared to existing live commerce." He added, "Through Oasis Alpha’s platform, customers will enjoy a convenient experience of quickly receiving various grocery orders, including live commerce broadcast products."

Jung Kiho, CEO of KT Alpha, said, "The synergy of both companies’ content production and broadcasting infrastructure, along with a robust cold chain logistics center, will help us grow as a live commerce-based On-Air Delivery business operator." He added, "We will continue to expand the business by discovering green food and local food targeting the MZ generation (Millennials + Gen Z), as well as introducing meal curation services that address customers’ concerns about diets, recipes, and grocery inventory."

In the future, Oasis Alpha plans to introduce a system that allows content to be broadcast without restrictions on any platform, including commerce platforms and OTT.

Meanwhile, since the establishment of this joint venture is classified as a pre-notification subject for corporate mergers, both companies will complete the company establishment process once they receive final approval from the Korea Fair Trade Commission.

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