“It’s the first time like this chaebol”…430,000 people surprised Jung Yong-jin

Shinsegae Group Vice Chairman Jeong Yong-jin visited Haenam in Ttangkok Village, served with pickled cabbage, and exceeded 430,000 views (as of 5 pm on the 22nd) 5 days after the E-Mart video for making kimchi was released on the 17th. Various comments such as “Is this the first time in such a chaebol”, “Is cabbage look so luxurious”, and “I won’t cost a model fee” were posted on the rare video of the head of a large company appearing on YouTube and making food.

This video was designed with the idea of ​​Vice Chairman Chung. It is said that it started with the intention of wanting consumers to feel the joy of cooking as the time to stay at home increases and the demand for home food increases due to the prolonged Corona 19. Ingredients other than cabbage were purchased at the market on the 5th, and Vice Chairman Jeong, who saw the prepared ingredients, demonstrated his cooking skills to make unplanned cabbage rolls on the spot. The knife used in the field and the apron of Star Wars’Darth Vader’ are also props that Vice Chairman Jeong took. A production team of 20 people accompanied Haenam to help the filming.

Vice Chairman Jeong Yong-jin, who has communicated with consumers through social network service (SNS) personal accounts such as Instagram, has appeared on the official accounts of E-Mart and Starbucks this month, and is in the forefront of business promotion. Vice Chairman Jeong’s personal Instagram, which is gaining popularity with nicknames such as’Wanpannam’,’Mr. Long Legs’, and’Gong answer (open answer) fairy’, is known that the company’s public relations team is not involved at all. In the future, however, it is expected that Shinsegae Group will actively utilize the popularity of’SNS Insider’ and influencer Jung Yong-jin.

In fact, the menus recently posted by Vice Chairman Chung on Instagram were sold out every day and enjoyed a lot of promotional effects. Shinsegae Chosun Hotel’s’Samsun Jjambbong’ sold more than 20,000 units in a month after its release in August. ‘Sea Eel Radish’, made with Baek Jong-won, CEO of The Bon Korea, appeared on Jung’s SNS and sold out 19,000 packs within a week. Shinsegae Food’s own brand, Pecoque’s new product, Jinjin Chili Shrimp, also posted a review on social media in July that Vice Chairman Jeong posted a review saying that it was “eatable”, and the number of Naver searches increased 11 times from the previous day.

On the 1st, Vice Chairman Jung revealed his Starbucks order nickname’YJ’ in an interview to celebrate the 21st anniversary of the operation of the 1st store in Korea by appearing on the official channel of Starbucks Korea on the 1st. We introduced the secrets of operating Instagram. At this time,’Night Cold Brew’, which Vice Chairman Chung selected as one of his favorite menus, increased sales by more than 2.5 times compared to usual in two weeks.

Vice-Chairman Chung’s popularity in recent years has increased considerably thanks to the’ugly potato’. He purchased 30 tons of ugly potatoes that were difficult to sell due to the lack of product value at the request of CEO Baek Jong-won who was filming SBS’Meeting Square’. Later, on Instagram, Potato Ongsim, cooked with ugly potatoes, posted a photo and promoted it directly. The ugly potato sold at E-Mart stores nationwide was sold out in three days. It didn’t stop there. Since then, Vice Chairman Chung has also bought 300 tons of’ugly sweet potatoes’ and imprinted on consumers that he is striving to coexist with small business owners.

Vice Chairman Chung’s advancement to YouTube also means that Shinsegae will lead the online trend through active communication as the center of shopping shifts to online in the aftermath of Corona 19. In fact, E-Mart has issued a greeting in October of CEO Kang Hee-seok to serve as both Sup.com and E-Mart. Industry officials are analyzing that it will accelerate the online-offline linkage activities in the future. An official from E-Mart explained, “We are planning a YouTube video featuring Vice Chairman Jeong Yong-jin with the intention of further revitalizing E-Mart’s SNS channel to meet the recent digital shopping trend.”

Seo Yong-gu, a professor of business administration at Sookmyung Women’s University, said, “As the intimacy between companies and consumers plays an important part in the brand image, Shinsegae Group has secured more loyal customers through the SNS activities of Vice Chairman Jeong Yong-jin.” “Consumers tend to link all of the management’s words and actions with the company, so a more thorough risk management is needed.”

Reporter Bae Jeong-won [email protected]