CJ OnStyle's KBO Merchandise Off to a Strong Start, 25,000 Units Sold in Three Days

Orders Exceed Target by 333% on Launch Day

Surge in New Customers



Fandom-Driven Purchases Lead to Frequent Sellouts

Live Commerce and OTT Platforms Highlight Popularity

CJ OnStyle announced on April 13 that cumulative sales of the 10 baseball team merchandise items, which were released on April 9, surpassed 25,000 units as of April 12.

This achievement is attributed to the surge in popularity of professional baseball, which has fueled fan-driven consumption. As the KBO League surpassed 1 million spectators in the fewest games and shortest period in its history, the growing excitement among fans has translated into merchandise purchases, signaling a shift from mere attendance to collecting goods.

Strong results were evident from the very beginning. On the first day of release, orders exceeded the target by 333%, and new customers accounted for 65% of app visitors. Some popular items sold out quickly after launch. For example, the straw cover set featuring team mascots sold out within one minute of sales opening.

The product lineup is also a key differentiator. By expanding the range to around 10 items—including tumblers, keyrings, towels, picnic mats, umbrellas, and scarves—CJ OnStyle has broadened consumer choice. This is the most diverse assortment among sports merchandise in the retail industry this year, reflecting the varied preferences of fans.

Online channel responses have been enthusiastic as well. The number of clicks on the special exhibition page within the Tving OTT platform nearly doubled compared to usual, and most of the top-ranking products in the app on launch day were related to this merchandise. Additionally, a prior live commerce broadcast drew 10 times more engagement than typical sessions, further boosting anticipation.

CJ OnStyle plans to continue this momentum by launching additional promotions. Starting April 13, they will offer discounted packages through mobile live broadcasts, with sales available for a limited period.

A representative from CJ OnStyle stated, "The explosive popularity of the KBO League, combined with CJ OnStyle’s product planning capabilities, has led to responses far exceeding expectations. We are setting a new standard for 'fandom commerce,' where fans actively participate and drive its expansion."

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