At the height of Covid in 2020, physical events were largely called off and people took to online platforms to get their entertainment fix. As a result, Shopee saw this as an opportunity to help bring entertainment to people through its platform including the world's biggest K-pop festival KCON. Held in partnership with entertainment and lifestyle company CJ ENM, the festival goes digital for the first time, on its 9th iteration, and only on Shopee LIVE for fans in Southeast Asia and Taiwan. Lineups included well-known K-pop personalities, such as Chung Ha, GFRIEND, ITZY, Monsta X, WJSN, and MAMAMOO.
On top of Kpop idol appearances online, users enjoyed first-hand access to the groups with exciting performances, interviews, games, and more in each stream. To further engage the audience, content opportunities like daily K-pop themed challenges, recreate iconic K-pop looks were run and attractive prizes like vouchers and signed merchandise were given away.
All that fans needed to do was stream the event through the Shopee app on their smartphones, which in turn drove app downloads.
With this initiative, not only does Shopee gained new users but also increased brand love among K-pop lovers.
