iM Financial Group is expanding communication with younger generations through web variety shows and social media content featuring well-known idol stars. A web variety show featuring Chanyeol (찬열) of EXO has surpassed 1.3 million views for a single video. Viewers aged 18 to 44 account for more than half of the YouTube channel's audience.

iM Financial Group said on Thursday that web variety content on its official YouTube channel, iM Town, is drawing strong viewership and has won awards at major social media-related ceremonies.

Its flagship content, "Gaeunbbael," is a web variety show in which Chanyeol takes on various activities in daily life. The highest view count for a single video has topped 1.3 million. Total views for the series, including full episodes and shorts, have exceeded 8.2 million.

The videos include Chanyeol meeting employees in various roles at the group's Seoul headquarters, the iM Financial Center, and holding a photo exhibition of rescued dogs. A key feature is that the group's activities are woven naturally into an entertainment format.

"Geunbonism," a web variety show featuring Eunkwang Seo (서은광) of BTOB, recorded about 680,000 views for its first episode and 3.3 million views for the full series.

The content is also changing the makeup of the YouTube channel's audience. iM Financial said viewers aged 18 to 44 account for more than 50 percent of its total audience. It said secondary content is also spreading, such as viewers producing parody or reaction posts themselves.

On Instagram, it is releasing reels produced in collaboration with a character artist and short financial quizzes. Reels made with the character artist topped 1.38 million views for a single video and exceeded 4.6 million views across the series.

iM Financial said it won the grand prize in the general finance category for financial holding companies on Instagram and an innovation award in the YouTube financial services category at the 2026 Social i-Award, based on its social media performance. It also recently won the grand prize in the holding company category at the 16th Korea SNS Awards 2026.

An iM Financial official said, "The starting point of the planning was to help younger generations naturally encounter iM within content they usually enjoy and feel it is familiar." The official added, "We will continue to convey the value of finance and the group's diverse activities through content."