Korea's home shopping industry has launched its summer sales campaign in earnest as hot weather arrives earlier than usual this year. Major operators are sharply expanding lineups of cooling bedding, seasonal appliances, health foods and summer fashion to capture early demand.
According to the home shopping industry on the 16th, major operators have opened summer season special promotions. GS Shop is first showcasing new Shinil circulator products as a representative summer appliance. On the 22nd of this month, the channel will exclusively sell Samsung's AI Windfree air conditioner on the "So Yu-jin Show." It will also progressively unveil summer beauty products alongside the summer collection from its in-house fashion brand. Crochet dresses and short-sleeve summer knits from "Core Authentic" are among the highlights of the summer collection.
Lotte Home Shopping is running its "Hot Summer Shopping Week" through the 28th of this month. The operator has expanded programming centered on fashion, food and home appliances, categories that see high summer demand. Its fashion programs will showcase summer new arrivals from exclusive brands including "Bybridget," "Georges Rech" and "Paul & Joe." Health-boosting foods have also been added to the lineup. New launches include "Onjak Damyang-style Tteokgalbi" and "Jeongseong Gotgan Dak Baeksuk," along with seasonal items such as pure buckwheat noodles and silver pomfret.
KT Alpha Shopping will hold its "Summer Is Coming" promotion from the 18th of this month through the 7th of next month, intensively scheduling broadcasts of summer-season products. The operator is more than doubling programming for seasonal appliances such as fans and circulators compared with the same period last year, while also rolling out cooling bedding, health foods and diet products in large numbers.
In particular, the operator is featuring the "Hanil BLDC Circulator," cooling sofa pads and cooling bedding, while reinforcing sales of freshwater eel and samgyetang, the representative summer health foods. It is also adding diet probiotic products targeting weight-management demand, in a strategy aimed at broadly tapping summer consumption. Alongside this, the company will provide 2,000 won shopping vouchers to the first 500 customers each morning and award one Korean Air gift card worth 1 million won through a lottery.
SK Stoa is focusing on expanding its cooling bedding category. After cooling bedding products it first introduced last year recorded approximately 10.4 billion won in cumulative order value and established themselves as a popular category, the company has further strengthened both volume and product assortment this year. Following the launch of the "Airloom Cooling Bedding Set," SK Stoa has introduced the "Luna&Sleep Cooling Pad" and the "Marcia Cooling Bedding Set" in succession.
The industry expects the timing of summer product sales to continue moving up. As hotter weather arrives earlier than in past years, consumer purchasing patterns are also shifting forward. According to the Korea Meteorological Administration, midsummer heat is forecast to continue throughout the weekend, with daytime temperatures reaching 31 degrees Celsius.
"As the early heat is expected to persist, competition over seasonal products will become even fiercer," an industry official said.
