Turning a Variety Show Idea into a Real Product... CJ OnStyle Launches Kimchi Project with “Pa-kimchi Gang”

[Financial News] CJ OnStyle is teaming up with the YouTube variety show “Pa-kimchi Gang” to launch a “Kimchi Project” that turns ideas originating from content into actual products.
According to industry sources on the 8th, CJ OnStyle, operated by CJ ENM’s commerce division, is developing a green-onion kimchi product with the members of “Pa-kimchi Gang.” The development process will be released as YouTube content, followed by the product’s launch on the upcoming 18th. “Pa-kimchi Gang” is a variety show produced by CJ ENM’s entertainment division, featuring Kim Poong, ChimChakMan, Pani Bottle, Kwaktube and Kid Milli.
Unlike projects that determine the product first and then add content, this project is distinctive because the actual product emerged from the variety show’s name and its members’ ideas. It consists of four episodes covering the members’ plans for a kimchi business, product development and evaluation, the sales broadcast, and behind-the-scenes stories.
Presales begin today. The limited-edition package includes green-onion kimchi and whole-head kimchi, along with Silbi kimchi. Customers who purchase the package will receive a product guide written by the members themselves.
The sales broadcast will air simultaneously on CJ OnStyle TV Live and the “Pa-kimchi Gang” YouTube channel on the upcoming 18th. Through the collaboration, CJ OnStyle plans to combine CJ ENM’s entertainment division’s content intellectual property (IP) production capabilities with its commerce division’s product planning and sales expertise.
A CJ OnStyle representative said, “This project is a leading example of content commerce, in which an idea that began in content was developed into an actual product. We will continue to strengthen CJ OnStyle’s distinctive content-commerce capabilities, where content becomes products and customer engagement leads to purchases.”
[email protected] Hyunji Kim Reporter