60-Year-Old Gwangju Legacy Hits Global Jackpot: "Young Adults Go Wild for Grandma’s Injeolmi"

Expanding Customer Base Online for Rice Cakes, Swimwear, and Optical Products
From Cafe24 Direct Stores to AI-Powered Product Search

In front of the Changyeoktteok store, which opened in Dongmyeong-dong, Gwangju in 1965, long lines have recently formed every weekend. As word has spread through social networking services (SNS), customers in their 20s and 30s—once rare—are now joining the store’s traditional middle-aged clientele. The range of sales locations has also expanded. Rice cakes, previously consumed mainly within the local area, are now being sold to consumers nationwide thanks to advanced rapid freezing technology and online distribution. Changyeoktteok has also entered overseas markets, including the United States, Canada, Australia, and Singapore. By combining decades of product competitiveness with new distribution methods, the brand has succeeded in expanding both its customer base and its market simultaneously.

A long line stretched out to buy Changyeoktteok (left), and a scene of eating Changyeoktteok's pumpkin injeolmi on the YouTube channel "Hamalneomman." SNS and YouTube video capture

It’s not only new brands that are searching for growth opportunities online. Companies that have been operating for decades in specialized fields such as rice cakes, cookware, swimwear, and optical products are utilizing online channels to build stronger connections with younger consumers.

Changyeoktteok. The Asia Business Daily DB

According to industry sources on September 17, Sungard Optical, which has 30 years of experience, saw a 100% increase in second-quarter sales on its own online store compared to the previous quarter after using Cafe24’s online marketing service, “PRO Marketing.” The customer base, previously centered around those in their 40s and 50s, has now expanded to include those in their 20s and 30s. TULIP KOREA’s swimwear brand “TMAK,” which has produced swimwear since 1963, also benefited from expanding its online sales, resulting in a 300% increase in sales on its own online store in the first half of this year compared to the same period last year.

It is not just a simple addition of new sales channels. The customer base, once limited to regulars and business clients, is now growing to include first-time customers discovering these brands online.

Cafe24

As the number of new customers grows, effectively communicating product value has become an important issue. While long-time customers are already familiar with the products, for first-time buyers, companies must provide clear explanations about differences between products and the criteria by which to choose them.

To address this, Hanil Stainless, founded in 1962, has redesigned its online store from the consumer’s perspective. Its signature feature, “Kitchen Finder,” recommends suitable pots and frying pans based on the number of family members, types of dishes frequently cooked, and intended uses. The company has transformed its accumulated expertise—such as materials, thickness, and molding methods—into information customers need to select the right products.

Online channels also serve as direct windows for monitoring customer reactions. Hansangdon, CEO of Hanil Stainless, said, “Now we can directly see which products attract customers’ interest and what they consider important during the purchasing process. We believe it is very meaningful to reflect this feedback in our products and services.”

Recently, this accumulated product information is also being used for artificial intelligence (AI)-based product search. Cafe24 now offers a Generative Engine Optimization (GEO) function that structures online store product information in a way that AI can easily understand. According to the company, if criteria for product selection by purpose, material differences, and instructions for use and care are meticulously organized, generative AI can utilize this information to recommend product details in response to consumer inquiries.

A Cafe24 representative said, “Companies with long histories in a given field have accumulated deep knowledge and experience about their products and customers. We will continue to advance related technology and services so that this expertise can be connected to new customers and markets through online and AI-driven channels.”

This content was produced with the assistance of AI translation services.