29CM’s '29 LIVE' Turns Live Commerce into Brand Storytelling, Not Just Discounts
Creatrip Team
a month ago
29CM, a Korean (한국) fashion platform, is reshaping live commerce with its '29 LIVE' shows by focusing on brand storytelling and taste-based curation rather than discount-driven sales. During a recent travel-themed live for carry-on brand Leadbolt, 29CM recorded 300 million won in transactions in one hour, with over 90% of buyers new to the brand. The platform stages lifestyle scenarios (e.g., an airport set) and collaborates with creators to produce immersive content—like reworking a popular YouTube segment for a women's fashion brand—that boosts engagement and sales. Since launching 29 LIVE in September 2022, chat activity and cumulative viewership have grown manyfold, signaling a shift in Korean live commerce from price promotions to content-driven brand building. 29CM plans to expand live content across categories (home, tech, etc.) to strengthen customer touchpoints, betting that creative content will outcompete pure discount strategies used by rivals like Naver and Coupang.
