CJ OnStyle is ramping up its commerce business that connects creators with brands. The company is building an integrated business model supporting everything from product planning to content creation, sales, and logistics, with the ambitious goal of increasing creator commerce revenue 35-fold by 2030 compared to last year.
On Thursday, CJ ENM’s commerce division unveiled its NEXT Content Commerce growth strategy at the Creator Commerce Festival Korea (CCFK) 2026 media day held at COEX in Seoul.
The key focus is linking creators’ content and fanbase to actual product purchases. The company has developed an end-to-end business model that supports the entire process from product planning to sales, delivery, and customer service, moving beyond traditional advertising and group buying collaborations.
CJ OnStyle plans to expand creator-brand partnerships by leveraging the content production capabilities of over 100 professional producers and data-driven artificial intelligence (AI) matching technology.
The strategy involves combining product information and actual purchase data with creators’ content and follower characteristics to connect suitable brands and boost sales efficiency.
ONTNER, the creator matching platform launched in September, will play a crucial role. It supports the entire transaction process, from product exploration and matching to content creation, sales, settlement, delivery, and customer service.
This platform allows creators to focus on content production and fan engagement by reducing the burden of product sourcing, logistics, and customer support. Brands can also tap into new customer bases and expand sales channels through appropriate creator partnerships.
CJ OnStyle projects a 3.3-fold increase in creator commerce revenue this year compared to last, with the number of collaborating creators expected to surge by about 23 times.
Seong Dong-hoon, head of CJ ENM’s commerce division, announced plans to nurture 100,000 commerce-specialized creators by 2030 and increase the share of creator commerce in mobile content commerce revenue from 9% last year to 50%.
Connecting Creators and Small Brands: Expanding to Global Markets
CJ OnStyle aims to develop creator commerce as a vehicle for small brands to expand their market reach and venture into overseas markets.
The company will support creator-brand collaborations across various sectors, including fashion, beauty, home goods, and children’s products. The long-term vision is to facilitate global market entry by connecting domestic and international creators with K-brands.
The strategy leverages the company’s expertise in product planning, logistics, and customer management from its home shopping business, combined with content creation technology and AI-based matching systems to gain a competitive edge.
The media day also featured an expert panel discussion on The New Market Created by Content: The Future of Creator Commerce.
Professor Kim Do-hyun from Kookmin University noted the growing influence of creators’ expertise and trustworthiness on consumer discovery and purchasing decisions.
He emphasized that collaborations with creators could open new doors for customer acquisition and market expansion for small brands, highlighting the importance of robust distribution infrastructure.
Park Hyun-sun, Chief Executive Officer (CEO) of Labien, shared insights on incorporating customer preferences gleaned from content into product planning and brand management. He also discussed how content is used to enhance brand competitiveness by understanding local consumer lifestyles in international markets.
CCFK 2026, hosted by CJ OnStyle, will run until October 24 at the Plazahall in COEX, Seoul.
The event will feature global platforms like YouTube, Meta, and TikTok, along with popular creators such as Lee Sae-bae, It-seob, Joo Eon-kyu, and Aejuga TV’s Cham PD, who will share growth strategies and collaboration case studies in the content business.