Kim Ji-yoon, the older sister of BLACKPINK's Jisoo, is venturing into the world of e-commerce by participating in the new show “Super Seller.”

Kim Ji-yoon recently announced via her channel, “Finally, I can share some good news. On August 26th, I will be challenging the ‘Super Seller’ program through Grip’s first live commerce!” She added, “Finally, I can explain the reason for my diligent studies. Thank you so much to the many people around me who have given me confidence and good advice. I will come to you with a good image, so please look kindly upon my efforts, activate notifications for Grip live commerce, and support me as I take on my first challenge as a ‘Super Seller.’ Let’s aim for first place!!!!”

In a released video, an interview with Kim Ji-yoon, who appears as a participant in the new ENA entertainment program “Super Seller: Incentive Game,” is included. When asked if she feels pressured by being BLACKPINK Jisoo’s older sister, Kim Ji-yoon coolly replied, “There is no pressure. I am her sister, so it’s unavoidable. I was born this way.”

She further added, “She (Jisoo) will probably be pleased. Since we are both Type-T, she will cheer me on, saying, ‘Okay, do your best.’”

Kim Ji-yoon also mentioned her previous experiences as a flight attendant for Korean Air and a customer service consultant for SK Telecom. She stated, “I feel like I want to grow as a seller as well. Sometimes, novices do better than pros, don’t they? I will work hard, aiming for first place.”

Regional Perspective

The participation of Kim Ji-yoon, the elder sister of K-pop icon Jisoo, in “Super Seller” highlights a growing trend of influencers and celebrities engaging with live e-commerce platforms in South Korea. This phenomenon reflects a shift in marketing and influencer strategies, as brands seek to leverage their vast fan base through trusted personalities. For consumers, this proximity to celebrities offers an interactive shopping experience and the opportunity to receive personal recommendations, fostering trust and driving sales.

Analysis

Kim Ji-yoon’s move is not only an opportunity for her to forge her own path away from her sister’s spotlight but could also serve as a potential model for other celebrities in the Korean entertainment industry. Her appearance in a reality show focusing on sales skills indicates a potential emergence of a new wave of ‘celebrity entrepreneurs’ in the e-commerce space. The program’s emphasis on ‘sales skills’ as the primary criterion for success underscores the importance of practical competence in this growing sector. For brands, this opens doors to innovative partnerships with influencers who can translate influence into tangible sales, particularly within the highly competitive Korean e-commerce market.