Lotte Homeshopping hires Beyond Boundary for China help

Industry

Published: 25 Jan. 2022, 17:49 Updated: 25 Jan. 2022, 18:03

Lotte Homeshopping hires Beyond Boundary for China help

Lotte Homeshopping Media Business division head Lee Bo-hyun, left, pose for a photo with Beyond Boundary CEO Park Jae-hee at the home shopping company's headquarters in Yeongdeungpo District, western Seoul, on Monday. [LOTTE HOMESHOPPING]

Lotte Homeshopping is working with influencer management start-up Beyond Boundary to expand its social media presence in China.

The company signed a memorandum of understanding with Beyond Boundary, a start-up that manages Korean influencers and helps them gain influence in Chinese social media, Lotte Homeshopping announced Tuesday.

Lotte Homeshopping entered the Chinese market in 2010, but withdrew in 2019. Although it doesn't operate a home shopping business in the country, it plans to re-enter China, this time with media and digital content.

Beyond Boundary will help Lotte Homeshopping create videos featuring influencers, especially by focusing on using Chinese social media channels such as Douyin, TikTok's China equivalent, and Xiaohongshu, a social media-based e-commerce service.

Developing a mascot character for the home shopping company is covered by the agreement. The two companies will also work together to develop content and issue it in the form of non-fungible tokens (NFTs).

"Part of our goal to become a media commerce company, we are planning on creating brand mascots, art and popular digital content," said Lee Bo-hyun, head of Lotte Homeshopping's media business division. "Through the partnership with Beyond Boundary, we will continue to develop various content and introduce it to audiences in China."

BY LEE TAE-HEE [lee.taehee2@joongang.co.kr]