[Content Commerce] 'Yakgwa' Born from Analysis of 40,000 Comments... 4 Billion Won Sales Hit

Wired Company Achieves 4 Billion KRW in Sales by Analyzing Comments
Extracting Keywords from Full Comment Texts... Applied to Commerce
Aiming for Global Expansion of K-Desserts with the Bomnal-en Brand

"Now, there is no need to sell products in a rigid way like home shopping. By naturally communicating with fans at home where I film content every day, I was able to achieve great results."

Creator 'Yeosu Unni,' who has 630,000 subscribers, hit the jackpot last year by conducting a live streaming event on YouTube to sell dessert products at a discount. Sales exceeded 200 million KRW within just two hours of the live stream. Behind this successful sales performance is the company 'Wired Company,' which has been connecting creators and brands since 2018.

Bomnim Hwang, CEO of Wired Company, is a veteran who has worked in brand marketing for over 10 years at beauty brands such as L'Or?al Korea and Chanel Korea since 2006. At that time, she achieved high results by utilizing blog channels, which were emerging social media platforms, for marketing. Based on this experience, she was confident that video content centered on intimate communication would become the trend and jumped into entrepreneurship.

CEO Hwang cited 'data' as the company's strength. By collaborating with KAIST to develop a creator sales data algorithm, they calculate the compatibility level between creators and products, expected customer engagement, and apply this to actual commerce. She explained, "We do not simply use visible metrics like the number of likes or comments. Instead, we analyze the full text of comments and keywords that reflect customers' emotions and interests."

In fact, Wired Company's algorithm has been recognized for its technological excellence, having obtained three patents. In the collaboration case with Yeosu Unni, analyzing about 45,000 comments revealed keywords such as 'yakgwa' (a traditional Korean sweet), which the creator is known to like the most, as well as 'comfort,' 'happiness,' 'unni' (older sister), and 'energy.' Based on this, they positioned the brand as a dessert brand pursuing small happiness and launched their first product, yakgwa. The dessert brand 'Bomnal-en' attracted 2 million people for the yakgwa launch, and in the past year alone, the single item yakgwa sales reached nearly 4 billion KRW, showing excellent results.

The strategy of combining content and commerce was also one of the secrets to their success. Instead of simple PPL (product placement), they planned products based on thorough communication data analysis and memes created by subscribers. The Bomnal-en brand was formed through a method where creators and viewers closely communicate and co-create from product development to branding. They produced and disclosed content covering the entire process, from considering flavors that subscribers would like to personally visiting factories to realize handmade yakgwa-like tastes.

Additionally, by utilizing the 'YouTube Shopping' feature, they linked the D2C (direct-to-consumer) Bomnal-en store built on the Cafe24 platform with Yeosu Unni's YouTube channel, directly exposing products within the content, effectively increasing business efficiency and purchase conversion rates.

CEO Hwang emphasized, "To convert subscribers into consumers, the product must first be good, the process of planning and producing the product must be transparent, and sincere communication with consumers is essential. Creators are people who study a lot to make their content and have the ability to create or source better products that viewers want."

She added, "The biggest advantage is that consumers can easily purchase while watching videos. To utilize the YouTube Shopping feature, the Bomnal-en brand newly built a shopping mall on the Cafe24 platform early last year."

Wired Company plans to promote K-desserts in the global market under the Bomnal-en brand. Currently, about 10-15% of Wired Company's sales come from overseas. CEO Hwang said, "Many overseas contacts come to us first when looking for brands that excel in K-desserts. We plan to expand our business to items preferred by women as desserts, such as yogurt and chocolate, following yakgwa, cream rice cakes, and yogurt honey rice cakes."

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