CJ OnStyle to livestream celebrity-hosted shopping show

CJ ENM's commerce brand CJ OnStyle will livestream "content commerce" hosted by celebrities such as actors Han Ye-seul and Ahn Jae-hyeon.

From left, singers Sunye, Soyou, actors Han Ye-seul, Ahn Jae-hyeon and announcer Kim So-young pose for a photo during a press conference for CJ OnStyle's new mobile live-streaming commerce show held in Seocho District, southern Seoul, on Aug. 22. [NEWS1]

Five celebrities including actors Han Ye-seul and Ahn Jae-hyeon will lead a new trend of online livestream shopping in collaboration with CJ ENM's commerce brand CJ OnStyle.

The commerce platform will release five new “content commerce” shows under five different item categories starting Monday: fashion, beauty, home and living, baby and kids, and new arrivals.

"Content commerce" is a type of mobile live-streaming commerce format that combines commercial elements with content, such as web-based variety shows and talk shows, according to CJ OnStyle.

The commerce platform previously released "content commerce" shows hosted by celebrities, such as singer and entertainer Brian.

Each of the five shows will be hosted by a celebrity star, including Han, Ahn, former girl group Sistar’s Soyou, former member of girl group Wonder Girls’ Sunye and announcer Kim So-young.

Han will host a show under the fashion category, while Ahn will cover home and living. Sunye's show will focus on baby and kids items and Announcer Kim will introduce new arrivals.

Soyou, who was also a host for CJ ENM’s hit beauty program “Get It Beauty” (2006-) in 2015, is set to cover beauty.

The five shows will air every Monday to Thursday on both the CJ OnStyle mobile app and its YouTube channel.

“I was a bit scared of jumping into the commerce market, which I was unfamiliar with, but I learned a lot and realized how much has changed while preparing for this project,” Han said during a press conference held in Seocho District, southern Seoul, on Aug. 22, for CJ OnStyle's new shows. “As a person who loves fashion. I'm excited to communicate, learn, and share something [with the customers].”

BY KIM JI-YE [kim.jiye@joongang.co.kr]