CJ OnStyle has introduced a 'Korean-style creator commerce' model as a new growth engine for the domestic commerce market, aiming to increase related sales by 35 times by 2030. The company plans to transform mobile content commerce through an 'end-to-end' business model that integrates support from product planning to logistics, customer service, and global expansion, along with an AI-based matching platform.
On October 22, CJ OnStyle unveiled its 'NEXT Content Commerce' growth strategy during a media day at the Creator Commerce Festival Korea (CCFK) 2026 held at COEX in Seoul.
Seong Dong-hoon, head of the commerce division at CJ ENM, stated, "The customer shopping journey is shifting from a search-based, goal-oriented approach to a discovery and relationship-based shopping experience centered around social media." He added, "By 2030, we aim to nurture 100,000 commerce-specialized creators and increase the share of creator commerce in mobile content commerce from 9% last year to 50%."
Creator commerce refers to a model where influencers, YouTubers, webtoon artists, and TikTok creators with their own fan bases plan, recommend, and sell products. Unlike traditional shopping malls that focus on product specifications or prices, creator commerce is characterized by purchases made based on fandom and trust.
While platforms like LTK and ShopMy are rapidly growing in North America and other global markets, collaboration between creators and brands in South Korea remains fragmented, lacking a sustainable commerce infrastructure. CJ OnStyle aims to overcome these market limitations by integrating its 30 years of retail and broadcasting expertise with data and AI technology.
The 'end-to-end system' established by CJ OnStyle connects the entire transaction process, from product exploration and matching to content creation, sales, settlement, delivery, and customer service. The company will deploy over 100 professional producers and mobile live commerce production capabilities to fully support high-engagement product planning tailored to fan characteristics.
To enhance the accuracy of matching between brands and creators, CJ OnStyle will utilize social media user reactions, creator content analysis, and actual purchase data. The company is also advancing trend analysis and short-form content automation based on its AI content business platform. All processes will be integrated through the creator matching platform 'ONTNER,' launched in September.
During a subsequent guest talk session, academics and industry experts discussed the industrial significance of creator commerce.
Professor Kim Do-hyun from Kookmin University noted, "The role of trust assets, once held by door-to-door sales in the Joseon Dynasty or past brand reviews, is now being taken over by trustworthy creators. This presents a powerful opportunity for small brands and startups without massive marketing capital to enter new markets."
Park Hyun-sun, CEO of the fashion and beauty brand Lavian, emphasized, "Constant communication and empathy with consumers directly lead to product development and repeat purchases. For creators' influence to persist, a solid distribution infrastructure, including reliable product quality and customer service, is essential."
CJ OnStyle is also pursuing global expansion to assist K-beauty and K-fashion lifestyle brands in entering overseas markets, based on its validated creator commerce model in South Korea. The company plans to connect domestic and international creators with K-brands to increase global customer touchpoints.
Seong stated, "By combining CJ OnStyle's content commerce competitiveness with data and AI capabilities, we will establish a new standard for creator commerce based on trust and expertise. We aim to support the global expansion of K-brands through content and evolve into a 'K-lifestyle curator' that connects Korean lifestyles with the world."
The first-ever Creator Commerce Festival Korea (CCFK) 2026, hosted by CJ OnStyle, will take place at COEX until October 24. The event features participation from global platforms like YouTube, Meta, and TikTok, along with major creators such as Lee Sa-bae, Itsub, Joo Eon-kyu, and Cham PD, as well as over 100 popular brands, sharing insights into the future of content business and providing hands-on experience opportunities.
* This article has been translated by AI.
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