CJ OnStyle to Exclusively Sell "Where’s Wally?" Marathon Tickets via Live Commerce, Targeting Runners

"Wally Run" Entry Tickets on Sale from May 18 to 27
Event to Host 9,000 Participants at Yeouido Park in Seoul
Content Commerce Blending Global IP and Storytelling

CJ OnStyle is targeting Korea's "10 million runners" by launching a unique mobile live commerce broadcast that combines running trends with globally popular intellectual property (IP).

CJ OnStyle announced on May 14 that it will exclusively sell entry tickets for the marathon event "Where’s Wally? Run with Shinhan Card (Wally Run)" in Korea via a mobile live commerce broadcast at 7 p.m. on May 18. Tickets will be available for purchase until May 27.

"Wally Run" is a running event jointly organized by Universal Studios and Shinhan Card. The event will take place at Yeouido Park in Seoul on June 21, accommodating up to 9,000 participants with 5 km and 10 km courses. The event is themed around the globally popular picture book IP "Where’s Wally?"

CJ OnStyle plans to go beyond simple ticket sales by introducing content-driven live commerce. The launch broadcast will feature immersive storytelling content under the concept of "Wally in Seoul." In the story, the villain character "Odlo" steals marathon tickets, and participants must run through Seoul's top running spots to retrieve them.

All customers who purchase tickets will receive a starter pack consisting of a uniform, socks, string bag, and bib number. In addition, those who pay with a Shinhan Card will receive a 20% discount. On the day of the event, a finisher pack containing protein shakes, nuts, and face masks will be provided, along with experiential booths.

During the ticket sales period, CJ OnStyle will also introduce various running-related lifestyle products, such as running shoes, running wear, functional accessories, sunscreen, and ion drinks, further strengthening the competitiveness of its content commerce offerings.

A CJ OnStyle representative stated, "It is an unprecedented move to offer marathon tickets through a mobile live broadcast. We are proactively capturing rapidly changing lifestyle trends and transforming them into content commerce that our customers can enjoy," adding, "We will continue to strengthen our mobile platform competitiveness by creating new content that integrates global IP with live broadcasting."

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