SM C&C, a subsidiary of SM Entertainment that stands for SM Culture & Content, is launching its own brand commerce business.

On December 2, SM C&C announced the launch of “CELEBRAND,” a brand that will produce and sell products made with SM Entertainment celebrities. The SM celebrities will make and design a product that appeals to their own interests and hobbies, which will be sold through Naver’s online store.

The first collaboration for CELEBRAND will be BoA and her brand product “Little Bird.” Little Bird is a scarf that BoA made because of her interest in helping children in need and in mentorship in general. In honor of BoA’s 20th debut anniversary, proceeds from Little Bird will be donated to help children in need through Naver’s Happy Bean.

Other collaborations include Super Junior’s Kim Heechul’s organic toothbrush set made out of bamboo, actress Kim Su Hyun’s lip tint marketed toward teenagers, and Girls’ Generation’s Yuri’s home exercise equipment.

In order to ensure a high quality of production, SM C&C’s marketing experts and other relevant experts will also be working on CELEBRAND. These experts worked with the celebrities to ensure that their ideas would come to life and align with current market trends.

After this first round, CELEBRAND plans to expand quickly and release three new products in each round. SM-affiliated celebrities who can collaborate on the brand include those from SM Entertainment, KeyEast, Mystic Story, and ESteem.

Through Naver, potential consumers can view the production process behind the products through video content. On December 7, the brand will open its own site and share the stories of how the celebrities came up with their ideas and planned their product’s design and production. This is in line with the current trend of “content commerce,” in which commerce is enjoyed as its own form of content.

The products will be sold through Naver’s “smart” store, where consumers who subscribe to the channel can receive various benefits.

Nam Goong Chul, the CEO of SM C&C, stated, “SM C&C does not plan to stand still in the area of advertising and business. Instead, we are aiming for new things in ‘content combination business.’ Brand commerce is one of our new challenges. It will connect SM Entertainment’s influence to SM C&C’s marketing strategies in our bid to continue to develop in new directions.”

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