Lotte Home Shopping to Host Live Talk Show with 11 Million Followers Mi Jiu
Mobile TV ELive New Program 'Jiune'
Launching on the 23rd, Travel-Themed Communication Content
Lotte Homeshopping announced on the 18th that it will launch a mobile live talk show called "Jiune" with the celebrity influencer Mijiu (real name Jung Ji-woo), who has 11 million followers, on the 23rd.
The popularity of mobile content emphasizing fun and communication rather than simple product sales is increasing. In March, Lotte Homeshopping launched "Jjinten Jintem" on its mobile TV channel "L Live," featuring unique content based on the interests of show hosts such as "hotel vacations" and "gym workouts," which received high acclaim. Jiune is the first talk show on L Live to feature a fixed influencer cast member. Going forward, the company plans to actively collaborate with influencers who have fandoms to continuously expand the influx of younger audiences.
Jiune will premiere on the 23rd and will air every Tuesday at 8 PM for 60 minutes. The name is an abbreviation of "Our Playlist Now," and the core content is engaging in conversations with customers on a new topic each week. Instead of direct sales, products related to the topic are naturally introduced around the host. The first episode will focus on travel, with Mijiu recommending travel destinations based on MBTI types and reading stories in a talk show format. Travel-related products such as National Geographic luggage and A.H.C sun patches will be introduced at reasonable prices, and Mijiu’s own brand "Fundamental" sunglasses will be sold at up to 65% off. Purchases made during the live broadcast will receive up to 20% reward points, and a lottery will offer reward points worth up to 1 million KRW.
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Meanwhile, Mijiu is the first domestic social media influencer in Korea to reach 10 million followers. She is an entrepreneur and model who operates her own brands including Mijiu (fashion), Nifnif (beauty), and Fundamental (accessories). Lotte Homeshopping plans to continue offering differentiated content and popular products to customers through collaboration with Mijiu.
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