Home & Shopping partners with celebrities to boost small business sales

Chef Lee Won-il (left) and Hong Seok-cheon, collaborating with small and medium-sized food companies. [Courtesy of Home & Shopping]

Home & Shopping Co., a TV home shopping channel in South Korea dedicated to small businesses, is collaborating with celebrities to promote products.

The company announced on Monday that it is actively working with various well-known TV personalities to help small businesses expand their sales channels.

The company, for example, has worked with Chef Lee Won-il and celebrity Hong Seok-cheon to promote Cheonha Ilmi’s LA galbi.

Cheonha Ilmi is a brand owned by Ire Food, a small business based in Namyangju, Gyeonggi Province. The product sold out during its debut broadcast on August 27.

The second broadcast on September 5 saw another complete sell-out just 15 minutes before the show ended. Over the course of two broadcasts, a total of 100,000 packs were sold.

Actress Park Sol-mi has also garnered attention with her eponymous brand, which has been expanding its lineup since the beginning of this year.

Her brand features premium products such as bulgogi, Korean beef hamburg steak, kimchi, and pork cutlets sourced from small businesses. This year alone, the brand has achieved 4.5 billion won ($3.35 million) in sales, becoming a favorite among housewives.

TV personality Park Soo-hong has been promoting his own food brand on Home & Shopping since 2016, helping small businesses gain access to new markets.

His brand, known for offering family-friendly products, has earned 120 billion won in sales over the past eight years.

Similarly, actress Ahn Moon-sook has used her warm and trustworthy persona to help small businesses gain a foothold in the market and build customer trust.

In addition to celebrity partnerships, Home & Shopping is continuing its signature initiative, Ilsacheonri, which supports small businesses by helping them establish sales channels.

Since its launch, the program has supported 1,430 companies. This year, Home & Shopping introduced the Ilsacheonri Academy, offering consulting services to small businesses and helping them succeed in the home shopping market.