Lotte Home Targets Men in Their 30s and 40s with Limited Edition Figures and BMW Sales

Men Aged 30-40 Boldly Invest in Hobbies
Average Spending on Electronics and Games Over 50% Higher

Lotte Homeshopping announced on the 22nd that it will strengthen sales of products targeting men in their 30s and 40s by launching a mobile live broadcast called 'Hunnamdeul,' featuring comedian Lee Sang-hoon selling limited edition toys for the kidult demographic on the 23rd, along with other content-linked initiatives.

New Mobile Live Broadcast Program 'Hunnamdeul' Poster Image [Photo by Lotte Homeshopping].

Despite the prolonged recession, there is a steady increase in value-driven spending on hobbies, especially among young men. Analyzing purchase data of male customers in their 30s and 40s up to the 22nd of this year, Lotte Homeshopping found that the average spending per item on hobby-related products such as electronics, sports, and games was over 50% higher than average. Collaborating with comedian Lee Sang-hoon, a well-known celebrity otaku (enthusiast) who runs a toy review social media (SNS) channel, they planned a mobile live broadcast introducing limited edition toys. This is also part of their 'multi-channel product provider' strategy, which designs and offers customized products for customers across mobile, SNS, and other channels. Going forward, they plan to expand their customer base by showcasing products preferred by men in their 30s and 40s across various channels.

On the 23rd at 8 PM, the new program 'Hunnamdeul,' starring comedian Lee Sang-hoon, will launch on the mobile TV platform 'Elive.' The title is a contraction of 'Lee Sang-hoon and Husbands,' and it will be the first fixed mobile program in the home shopping industry to cover hobbies of men in their 30s and 40s, including kidults and married men. The launch broadcast will sell 11 types of figures, including limited edition figures from the movie 'Transformers' and animations such as 'Evangelion' and 'Tekaman Blade,' at discounts of up to 53%. Unique content portraying the daily lives of hobbyist married men, such as 'Unboxing Without the Wife Knowing' and 'Tips for Confidently Buying Figures,' will also be revealed.

Lotte Homeshopping’s own YouTube channel, 'Naenae Studio,' introduced the 'BMW New 5 Series' and offered consultation reservation products through the benefit negotiation variety show 'Gangnam’s Dumdum' on the 9th. The BMW New 5 Series is popular among young men who enjoy driving itself, thanks to its enhanced sports performance. In the 8th episode airing on the 23rd, a video will be released featuring Gangnam acting as a one-day manager for comedian Lim Woo-il using the new BMW vehicle.

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