Bringing reading to mobile plans... YES24 Crema Club partners with Ajungdang MVNO

[Financial News] YES24’s e-book subscription service, Crema Club, is launching bundled reading and mobile plans with Ajungdang MVNO. Following partnerships involving chocolate, fortune-telling services and cultural events, it is expanding its partnerships to include mobile services used every month.
On the 20th, YES24 said that Crema Club had teamed up with Ajungdang MVNO, operated by Ajungdang, to offer 10 mobile plans bundled with e-book subscriptions. The plans let customers choose according to their data usage while accessing at least 210,000 e-book titles.
The featured offerings add a Crema Club pass to a 7GB LTE plan and a 5G plan with up to 150GB of data. The e-book subscription has been added to Ajungdang MVNO’s services, which have partnered with NAVER Pay, Coupang and TVING, among others.
In addition to its Standard 55 plan, which offers access to e-books only for KRW 5,500 per month, Crema Club also offers a subscription bundle with music service FLO. Adding a partnership with Ajungdang MVNO to its mobile partnerships with freeT and tplus gives more readers a chance to try the service.
The partnership also aligns with a strategy to broaden the male readership. According to YES24’s own figures, men in their 20s accounted for 9% of new Crema Club subscribers in 2024, rising to 16% this year. Over the same period, the share of men in their 40s rose from 12% to 23%, an increase of 11 percentage points.
As of last September, about 60% of Ajungdang MVNO users were in their 20s and 30s, and 65% were men. YES24 plans to diversify its subscriber base, which has so far centered on women in their 20s and 30s, by drawing on this user profile.
This year, Crema Club has pursued partnerships connecting reading with a range of consumer and leisure activities. In February, it launched a CU Valentine’s Day chocolate edition tied to Wisdom House’s Wipick series, and in May it partnered with the digital fortune-telling platform Posteller.
Then in June, it ran Crema Club QR Book at the Seoul Outdoor Library and the Seoul International Book Fair, allowing visitors to try e-books using QR codes. According to YES24, new Crema Club subscriptions rose 206% from the previous month at the time.
Jeong Jin-a, head of the YES24 Crema Club team, said, “We will continue to connect with new readers through a variety of partnerships spanning the public and private sectors, and work to make e-book subscriptions a natural part of everyday reading.”
[email protected] Jang In-seo Reporter