Sejun Group CEO Park Ira runs Ira Week on YouTube. Screenshot from YouTube
Fashion and beauty moguls bet on their online followers
Written by Ko Dong-hwan
Chae Moon-sun, CEO of vegan beauty startup Talitha Koum, regularly updates her YouTube channel to promote her company. Courtesy of Talitha Koum
Chaebol heirs are creating a buzz on YouTube by launching channels to share unfiltered opinions and insights about their personal lives. This fresh approach sets them apart from their predecessors and helps them build a closer connection with their followers and promote their company.
Talents are mainly active in the beauty and fashion fields. Online outlets have become platforms that draw attention to their thoughts and activities, not only in their personal lives but also in their work and social lives.
Park Ira, who runs the fashion, beauty, and lifestyle channel “Yira Week,” is the CEO of Sejun Group, which operates fashion brands Olivia Lauren, Wellmade, and Indian, and jewelry brand Didier Dubos. She is the youngest daughter of chaebol founder Park Seung-ho.
The 46-year-old promotes the conglomerate through her dealership, raising public awareness of not only what the company sells, but also what it does outside of its stores. One of the clips shows Park participating in the company’s community outreach project, which renovates low-cost housing spaces. Sejun has been working on corporate social responsibility initiatives since 2008.
Since launching her channel in March, Park has been sharing fashion and style tips, current fashion and lifestyle trends, and interviews with other business leaders and friends. In some clips, she is shown visiting the company’s offline store.
This year marks the 50th anniversary of the founding of Sechuichi. In July, the group held a ceremony to announce plans to expand into the lifestyle field beyond fashion, which Park has personally promoted on YouTube.
Last month, Choi Moon-sung, CEO of vegan beauty startup Talitha Koum, began uploading a series of videos sharing her personal life to the more than 13,600 subscribers on the brand’s YouTube channel. She is the third generation of the family that owns the Aegyung Group, which operates household goods, chemicals, and logistics subsidiaries as well as the low-cost airline Jeju Air. Her grandfather founded a conglomerate and her father is executive vice chairman.
“It’s been five years since Talitha Koum was released, but not many people seem to know about it,” Choi, 38, said on his channel. She launched her company in 2019. “So I wanted to introduce the brand and show how I live my life.”
The table tennis fan uploaded a clip of her meeting with Shin Yu-bin, the country’s national team player and Talitha Koum brand ambassador.
Outdoor wear maker Yongwan, fashion companies Hanseyes24 Holdings and Hyunji have also seen the daughters of their chief executives roll up their sleeves to support their businesses. The same goes for Shinsegae in the beauty industry, Colmar Korea, and Tony Moly.
Outside of the fashion and beauty industry, Ham Yong-ji, the third generation of the family that owns food giant Ottogi, amassed more than 444,000 subscribers on her YouTube channel before suspending her activities in December last year. was. As a musical actress, she has been communicating with fans through the platform since 2019.
Her channel mainly aired personal moments in her life, such as her wedding in the United States and meetings with her father Ham Young-joon, the company’s second chairman, so she distanced herself from the company. I had left it there.
The suspension of her YouTube channel sparked speculation that she was involved in Ottogi operations as an employee in Ottogi America’s marketing department.