[Content Commerce] 70% Repurchase Rate... Brand 'Holsenpig' Built by Fans of 'Youjae's Kitchen'

960,000 Subscribers for Cooking Channel "Youjae's Kitchen"
Surpasses 70% Repurchase Rate Within Two Years of Launch

"Where can I buy the sesame oil used in your videos?"

This question has been consistently asked on the cooking YouTube channel "Youngja's Kitchen," which has 960,000 subscribers. YouTuber Youngja Seo, who leads the channel, has earned the trust of subscribers through her 40 years of homemaking experience and active communication. Her twice-weekly live cooking classes have become a regular promise to subscribers and have continued over time, building a loyal fan base that spans from viewers in their early 30s to those in their 70s and 80s.

As subscribers repeatedly asked these questions, Seo launched the kitchenware and food brand "Holsenpig" in July 2023. Within just two years, the brand achieved a repurchase rate of over 70% and established itself as a leading name in the field.

Hakyeong Lee, Seo’s daughter and the PD responsible for filming and editing the channel’s content, has witnessed subscribers' reactions up close. Initially, as part of a subscriber event, they produced 100 bottles of traditional cold-pressed sesame oil themselves. When the initial batch quickly sold out, they recognized the business potential, and now they have established their own manufacturing facility that produces both sesame oil and perilla oil.

YouTuber Youngja Seo of Youngja's Kitchen and her daughter, PD Hakyeong Lee of Holsenpeek. Cafe24

The product philosophy of Holsenpig is to "carefully select with respect for time and standards." About 80% of all products are in-house developed goods that undergo a development period of at least six months to one year before being released. The remaining 20% are curated recommended products handpicked by Youngja Seo to suit the season and the best timing for ingredients.

The signature product, the 30 cm Magic Wok, exemplifies this brand philosophy. After noticing that the wok Youngja Seo used on her broadcasts had been discontinued, PD Lee visited the manufacturer directly to explain the brand's philosophy and, after much persuasion, succeeded in co-developing the product. This collaboration with the manufacturer has continued for over seven years. The original sesame and perilla oils that marked the brand's beginning have recently been released as new squeeze bottle products made with 100% domestically grown whole sesame and perilla seeds. PD Lee said, "Because we sell the exact products that my mother actually uses in her videos, we go through a long period of consideration and testing before making them available."

They are also dedicated to customer service. Although there were some initial setbacks in managing deliveries and handling customer service, they stabilized their operations by introducing notification-based messaging services and improving their response systems. Due to the channel’s high subscriber age demographic, a significant proportion of customers are elderly. In fact, there have been customers who, after learning how to use smartphones at the local community center, completed their orders by calling and asking step-by-step about the payment process.

Holsenpig has consistently refined its operations to enhance ease of use for these customers. PD Lee commented, "Because people come here trusting Ms. Youngja, we never treat even a single customer service inquiry as a simple complaint." This commitment is reflected in their metrics: as of 2025, they have achieved a repurchase rate of over 70%, an average product satisfaction score of 4.69 out of 5, and an 88% review submission rate.

They are also working to expand customer touchpoints. By integrating their YouTube channel with their own online store through Cafe24's YouTube shopping feature, they have created a system where viewers can make purchases while watching content. PD Lee said, "Many customers have told us that it's convenient to buy products immediately while watching, regardless of their age."

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