Hyundai Home Shopping, 'Ball & Chain Eco Bag' Korea's First Mobile Live Broadcast

Live Commerce 'Shora' Debuts Industry First
Exclusive Popular Product Sales Program 'Guhaewat Shora' in Progress

Hyundai Home Shopping announced that it will sell popular eco-bag brand Bol & Chain products through the 'Guhaewat Shora' program on its mobile live commerce channel 'Shora' at 8 PM on the 19th. This Bol & Chain sales broadcast is the first of its kind in Korea.

'Guhaewasshora' Ball and Chain Eco Bag
[Photo by Hyundai Home Shopping].

Launched in January this year, Guhaewat Shora is Hyundai Home Shopping's flagship mobile live commerce program that secures and showcases hard-to-find items popular among the MZ generation (Millennials + Generation Z). It was planned with the concept of 'selling rare items' to actively target the MZ generation, who have high demand for lifestyle products with high scarcity.

Previous broadcasts have sold the nation's beloved plush doll 'Petit Elin Jellycat Rabbit Doll' and keyrings, as well as pots featured in the tvN variety show 'Seojin's House.' The Bol & Chain eco-bag featured in this broadcast is a premium brand product available at major Japanese department stores, known for its stylish design and high quality, sparking a direct purchase craze among Koreans in their 20s and 30s.

It is characterized by the use of fabrics employed in luxury goods, offering durability, and eye-catching elaborate embroidery designs created in collaboration with designers from famous brands such as Blue Bottle. Hyundai Home Shopping will offer a 5% discount for Lotte Card payments to viewers during the live broadcast and provide a Starbucks Americano gifticon to all customers who make a purchase. Additionally, a reward benefit of 10% of the payment amount (up to 100,000 points) will be given back as H Points, the integrated membership points of Hyundai Department Store Group.

The Petit Elin keyrings sold on Guhaewat Shora previously sold out within 5 minutes of the broadcast start. Viewers in their 20s and 30s increased by about 78% compared to the average 'Shora' broadcast in December last year, and the proportion of 2030 customers who purchased two or more times from January to March this year increased by 43% compared to December last year.

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