South Korea’s home shopping operators embrace mini-programs

These programs mainly introduced the latest trends, particularly in social media.

South Korea’s home shopping channel operators are increasingly embracing mini-programs that have a short broadcasting time of 10 to 40 minutes, compared to the usual one-hour length with general programs, Korea Bizwire reported.

Mini programs mainly introduce the latest trends, including products that are popular on social media. They required relatively minimal preparation for businesses, allowing a product pitch reflecting the latest trends and weather changes. 

Hyundai Home Shopping Network has broadcast 40 minute-long mini-programs twenty times a month on average this year, a threefold rise compared to that of 2018 when mini-programs were first introduced.

Lotte Home Shopping also launched 20 minute-long programs in February 2020, whilst Home & Shopping has scheduled 10 minute-long programs about thirty times a month starting from May.

The switch to shorter broadcasts has led to sales growth. Lotte Home Shopping sold more than 2,000 sets of KF94 face masks per broadcast through mini-programs during the July-August period when the new coronavirus spread rapidly.