[Content Commerce] Global Craze for Hand-Knitting YouTube Videos... 'Sales Boom' at 40-Year-Old Textile Company

Knitting YouTube Channel 'Ssebi'
Produced by a 40-Year-Old Textile Company
Explains Knitting Materials and Processes Through Videos
Product Sales Linked with YouTube Shopping

"The 10-year-old SEVY brand is so popular that its sales exceed half of the total sales. Since the 'Brickyan' video released last year became a huge hit, the monthly unique visitors have surpassed 250,000."

Kang Sang-won, Head of Philip Fibers, oversees digital transformation at Philip Fibers, which has been producing various fiber products, including yarn, for over 40 years since the 1980s. The hand-knitting specialized YouTube channel SEVY, operated by Philip Fibers, was created by him. With 140,000 subscribers, this channel mainly features videos introducing the materials needed for hand knitting and the knitting process. Kang still personally handles pattern creation, content planning, filming, editing, and channel management.

Introducing Ssebi products using the YouTube Shopping integration service. [Image provided by Cafe24]

The 'Brickyan' jelly ball bag knitting video posted on this channel explains in detail how to crochet each part of the bag and connect them. From introducing the materials to the specific process, it is presented in an easy-to-follow manner, which led to over 1.12 million views and a great response. Viewers from all over the world left comments on the video.

Kang said, "Although technological advancements are rapidly progressing these days, there is also a growing demand for experiencing the satisfaction of making things by hand." He added, "We started operating the YouTube channel not just as a simple distribution business but to approach consumers with valuable content, showing what products can be made using the excellent yarn we produce."

SEVY stands for 'Share Every Valuable Yours,' meaning to share everything created at your fingertips. Many in-house designers research hand-knitting trends and create patterns themselves. They also collaborate with external designers to introduce their products and patterns. SEVY has rapidly grown the channel by consistently uploading at least one easy-to-follow hand-knitting content video every week.

Kang explained, "When we first sought collaborating artists, there was some difficulty because revealing 'patterns,' which are confidential, was frowned upon." However, he noted, "Since the COVID-19 pandemic, as various content that can be learned at home has increased, it has become essential to promote beautiful patterns through videos."

Appearance of the Sebby Brickyan Jelly Bag product. [Photo by Cafe24]

Since last year, Philip Fibers has been utilizing Cafe24’s YouTube shopping integration service, linking SEVY’s direct-to-consumer (D2C) shopping mall with the YouTube channel to create synergy. Each content exposes finished products and material items, guiding viewers to make purchases.

Kang said, "The 10-year-old SEVY brand’s sales have become so successful that they exceed half of Philip Fibers’ total sales." He explained, "Especially after the 'Brickyan' video released last year became a huge hit, the monthly unique visitors surpassed 250,000, and SEVY brand sales in 2023 increased by 50% compared to the previous year." He emphasized, "As a YouTube operator, it is great to be able to directly check and utilize the vast amount of data generated by the YouTube shopping integration service for business."

SEVY plans to enter the global market in the future to promote the so-called 'K-Suye' trend overseas. Since hand knitting can be enjoyed by anyone regardless of language or culture, it is advantageous for overseas expansion. Currently, SEVY’s YouTube content is viewed in various regions, including Southeast Asia such as Indonesia and Europe.

Kang said, "There was a time when hand knitting was considered a declining industry, and it was difficult to find young people at hand-knitting gatherings." However, he explained, "As more young people find joy in making things by hand, the knitting market itself has become younger." He added confidently, "While Japan once led the global hand-knitting market, Korea is now leading it, and we are competitive even overseas."

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