K-pop girl group member's home shopping comeback shows new trend

Sung Yu-ri returns to broadcasting through GS Home Shopping’s “Sung Yu-ri Edition.” Captured from GS Home Shopping

Sung Yu-ri, a celebrated member of iconic K-pop girl group Fin.K.L, has made a return to the spotlight this week with the launch of her own show “Sung Yu-ri Edition” on GS Home Shopping.

The home shopping broadcast, which premiered Wednesday, featured Sung as both host and lifestyle curator, recommending handpicked living essentials and unveiling fresh, thoughtfully chosen items in every episode.

It marks her first major public activity in about two years, following a hiatus caused by controversy over her husband’s alleged fraud. The 44-year-old professional golfer Ahn Sung-hyun was sentenced to prison for receiving tens of billions of won in illicit payments related to cryptocurrency listings.

After the broadcast, online communities responded with a mix of admiration and surprise, with comments like “She’s still beautiful,” “I was shocked to see her on home shopping,” and “Her visuals are on another level.” Others expressed disappointment, saying, “Fin.K.L is selling tableware?” and “It’s unfortunate. When a celebrity turns to home shopping, it often means their entertainment career is over.”

A-list celebrities are redefining the home shopping landscape, turning what was once a staid TV format into a vibrant, star-powered spectacle. The trend took off in earnest in the latter half of last year, as leading actors and entertainers began headlining their own shows — each one tailored to their own personal brand and audience.

Actor Han Ye-seul, a style icon in her own right, has captivated viewers since September with CJ OnStyle’s mobile live show “Han Ye-seul’s What Should I Wear Today?” Her candid commentary and hands-on approach — personally modeling outfits and inspecting items on air — have resonated with younger audiences, pushing the show’s cumulative views past the 10 million mark and making it a viral hit across YouTube and TikTok.

In the same month, So Yoo-jin, actor and wife of celebrity restaurateur Paik Jong-won, launched “So Yoo-jin Show” on GS Home Shopping, blending kitchenware sales with relatable lifestyle content, while actor Lee Yu-ri’s “Yu-ri’s Wishlist” on Lotte Home Shopping connects with homemakers by sharing her own housekeeping know-how and favorite household finds.

Actors Ahn Jae-hyun and Chang Shin-young have also joined the trend, hosting their own segments and bringing fresh energy to the format.

Chang Shin-young's "Young Beauty Show," left, and Lee Yu-ri's "Yu-ri's Wishlist" / Captured from GS Home Shopping and Lotte Home Shopping

What sets this new wave apart is the seamless fusion of entertainment and commerce. These stars aren’t just pitching products — they’re curating experiences, sharing personal stories and building real-time rapport with fans via mobile apps and live chats, which have led to surging sales.

The home shopping industry is reaping significant benefits from “star marketing.” Han’s debut broadcast drew 350,000 simultaneous viewers, while So achieved cumulative orders amounting to 14 billion won ($10.2 million) within just three months of her show’s launch. CJ OnStyle, which featured stars like Han, singer Soyou and Ahn, saw its third-quarter operating profit last year increase by nearly 30 percent year-on-year, thanks to the strong performance of its mobile live shows.

Experts say it is a win-win situation for both home shopping channels and celebrities. The home shopping industry benefits from the star marketing effect, and for celebrities, home shopping is establishing itself as a new area of entertainment activity.

Positive image, ditto shopping lead trend shift

Lawyer Huh Joo-yeon said the trend shift is rooted in the increasingly positive image of home shopping.

“The main consumers for local home shopping channels are in their 40s and 50s. Unlike people in their 20s and 30s, who are influenced by short-form ads from influencers, these consumers still have much greater trust in products advertised by celebrities,” Huh explained.

“There are many idols from the 1990s. Those singers and actors, once admired from afar, are now showing detailed aspects of their lives after they've got married or become mothers. The people who once inspired longing now create a sense of kinship, leading to what’s called ‘ditto shopping,’ where viewers are motivated to shop by this newfound sense of empathy," Huh said.

"When a star I once admired uses these parenting products or sets a stylish table with certain items, I feel that if I buy the same things, maybe I too can live that kind of life. It stirs the hope that the admiration I felt as a child can be realized in my own life.”

At the same time, when the content production has shifted to focus on online streaming, home shopping can be an alternative for celebrities who find it hard to find suitable traditional TV roles.

“Actors who are not chosen by streaming platforms now find it quite difficult to work on new projects," said Kim Hern-sik, a professor of social and cultural studies at Jungwon University. "So, I expect even more celebrities will move into home shopping in the future.”