최정하 롯데홈쇼핑
Choi Jung-ha

Head of Content Development Lab | Lotte Homeshopping

Choi Jung-ha began her career in 2012 as a variety show PD at CJ E&M, where she directed flagship programs such as Tasty Road. In 2018, she became Head of Business at CJ DIA TV, where she oversaw celebrity YouTube channels for stars like Lim Young-woong and Lee Chan-won, while also leading creator-driven content commerce strategies with influencers such as Yangja’s Kitchen, Sleepground, and Mukbang star Haetnim.

Since 2024, she has been with Lotte Homeshopping, building an innovative growth model that seamlessly integrates media and commerce through YouTube.

Global The Changing Paradigm of Video Marketing: Winning Strategies for Content Commerce

Corporate YouTube channels are rapidly evolving from simple branding tools into revenue-generating media platforms. This session explores how brands are now positioning content as the starting point of the customer journey — connecting content directly to commerce.

As TV home shopping faces a decline in viewership, companies are shifting toward strategies centered on multi-channel commerce and content-based shopping. Major Korean e-commerce platforms are integrating content and commerce tightly to drive customer conversions and expand monetization.