CJ OnStyle is collaborating with the YouTube variety show “PaKimchi Gang” to develop and sell an actual green onion kimchi product.
CJ OnStyle, the commerce division of CJ ENM, said Sept. 8 that it is launching a “Kimchi Project” with PaKimchi Gang.
PaKimchi Gang is a YouTube variety show featuring Kim Poong, Chimchakman, Pani Bottle, KwakTube and Kid Milli. The project will connect ideas from the content to the development of actual products.
The members came up with the idea of making green onion kimchi themselves, inspired by the name PaKimchi Gang, and began developing a product based on the idea. The project will be produced as four episodes covering the members’ plans for a kimchi business, product development, evaluation by a kimchi master, a sales broadcast and behind-the-scenes stories.
The first episode was released Sept. 1. The second episode, which will be released today, will show the members meeting with CJ OnStyle to develop a detailed product sales strategy.
The product uses a recipe incorporating salted horse mackerel roe at the members’ suggestion. The product was evaluated by Park Mi-hee, CEO of Domisol Food. Park was named a master in the food processing field in 2024 and designated as Kimchi Master No. 98 in 2025.
CJ OnStyle is taking preorders starting today and will offer a limited-edition package that includes 1 kilogram of spicy kimchi as a free gift with a set of green onion kimchi and whole-head kimchi. Customers who purchase the product will also receive a product guide written by the cast members.
The sales broadcast will run simultaneously on CJ OnStyle TV Live and the “PaKimchi Gang” YouTube channel for about one hour starting at 6:30 p.m. on Sept. 18. The broadcast will sell a package consisting of green onion kimchi and whole-head kimchi.
The industry views content commerce, which blurs the line between content and products, as evolving beyond simple product placements or sponsorships into a model that connects content planning with product development and sales.
The collaboration is part of content commerce that combines content production with product planning and sales. Rather than planning a product first and adding content afterward, the model develops products from ideas generated through content, then turns the product development and sales process back into additional content.
The industry views content commerce, which blurs the line between content and products, as evolving beyond simple product placements or sponsorships into a model that connects content planning with product development and sales.