LGU+ Accelerates Original Content... "Realizing U+3.0"

Still cut of , planned and produced by LG Uplus's 'Studio X+U'. Photo by LG Uplus

[Asia Economy Reporter Oh Soo-yeon] LG Uplus announced on the 5th that it will intensify the production of original content such as and following the mukbang variety show , which was first released last month.

LG Uplus first unveiled the original content through U+ Mobile TV on the 22nd of last month. This mukbang variety show features four actors specializing in villain roles (An Gil-gang, Jung Hae-gyun, Shin Seung-hwan, Ji Seung-hyun) embarking on a dessert journey. The show’s highlights include the ‘hip’ mukbang where these ‘hyungnim’ (older brothers), who seem unrelated to desserts, visit trendy eateries favored by the MZ generation (Millennials and Generation Z), and their candid tasting reviews.

Episodes 1 and 2 focused on ‘donuts,’ introducing popular eateries in Euljiro and Yeonhui-dong. The 20-minute videos included everything from the origin of donuts to straightforward tasting comments such as “This is my least favorite flavor,” “Too sweet,” and “So delicious it brings tears to my eyes.”

Currently, has released episodes on ‘cake’ (episode 3), ‘Hong Kong toast’ (episode 4), and ‘Middle Eastern kaymak’ (episode 5). The show, which combines popular themes of food and hot places, has resonated with viewers and entered the top 10 variety content on U+ Mobile TV within two weeks of its launch. Comprising a total of 18 episodes, is released every Thursday at 5 p.m. on U+ Mobile TV. Starting late January, it will also be available through IPTV (U+ TV).

Earlier, LG Uplus declared ‘U+ 3.0’ and proposed four major platforms (Lifestyle, Play, Growth Care, Web 3.0) as new growth engines. At the end of last year, it reorganized its CCO (Chief Content Officer) division. The key point was establishing a ‘Content Production Center’ under the CCO, with ‘Studio X+U’ dedicated to content creation.

Having completed organizational restructuring by recruiting professional talents such as star PDs, LG Uplus plans to actively produce diverse and experimental content centered on ‘STUDIO X+U.’ Additional releases in January include the idol educational verification variety show and the audio drama , while , which covers the LG Twins’ 2022 season, is also awaiting launch.

The content will be serviced through LG Uplus’s so-called ‘play platforms’ such as U+ Mobile TV, IPTV (U+ TV), and Idol Plus. Some content will also be distributed through external channels. will air as a TVING original, and will be released via Willa, Spotify, and others. The goal is to expand beyond internal supply to distribution and IP business areas to build a revenue base.

With the full-scale production of original content, LG Uplus expects its ‘U+ 3.0’ strategy to gain momentum. Lee Deok-jae, LG Uplus CCO, said, “In 2022, we newly established the ‘Studio X+U’ organization with professional talents, and this year, based on an experimental spirit, we will present new and challenging content to contribute to the realization of U+ 3.0.”

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