Global IP and K-Content Combine for 'X The League,' Recording 12 Billion Won in Sales
Translated from Korean, summarized and contextualized by DistantNews.
TLDR
- The joint production 'X The League' by ENA and Lalasation recorded cumulative sales of 12 billion won in its first round.
- This achievement is attributed to the synergy between K-content IP, K-brands, and global influencers from nine countries.
- Lalasation's global commerce platform facilitated the sales by integrating infrastructure, logistics, and marketing, creating a 'sales entertainment' model.
The recent success of 'X The League' (XTL), a collaborative sales commerce league by ENA and Lalasation, marks a significant milestone, achieving 12 billion won in sales during its inaugural round. This remarkable feat underscores the potent combination of South Korean intellectual property, brands, and a diverse group of global influencers.
The league's innovative structure, which brought together influencers from nine countries including Indonesia, China, Singapore, and Malaysia, allowed for tailored product introductions and sales strategies catering to the specific characteristics of consumers in each region. The integration of content-based storytelling by influential local personalities, coupled with strong brand offerings, directly translated into impressive purchase conversions.
This 12 billion won in sales proves the destructive power that emerges when Korean content and brands meet powerful channels like global influencers.
Notably, the Indonesian and Chinese teams demonstrated exceptional sales performance, highlighting the immense potential of influencer-driven commerce within the Asian market. This success is largely powered by Lalasation's advanced global commerce platform, which provides a robust infrastructure connecting various Asian markets and offers an integrated system encompassing sourcing, logistics, and local marketing.
The 'sales entertainment' approach, designed to seamlessly convert content consumption into purchases, has proven highly effective in boosting the efficiency of the content-commerce linkage. As an XTL representative stated, "This 12 billion won in sales proves the destructive power that emerges when Korean content and brands meet powerful channels like global influencers." The league plans to expand its reach by including more brands and countries in its second round, aiming to set a new standard for global commerce.
The performance of the Indonesian and Chinese teams in particular showed the possibility of influencer-based commerce by country.
DistantNews Editorial
Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.
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