Global e-commerce platform Cafe24 said on Monday it built a direct-to-consumer (D2C) shopping mall for science education YouTube creator Susanghansaengseon and supported integration with YouTube Shopping. It is a case of expanding a business model by combining professional educational content with a commerce system.

Cafe24 is supporting the buildout of Susanghansaengseon's official shopping mall, Susanghan Saengmul Yeonguso. It is also linking the YouTube channel and the D2C shopping mall using YouTube Shopping. Susanghansaengseon plans to raise purchase conversion rates and business efficiency by naturally showcasing products through the channel's Store tab and within each piece of content.

Cafe24 expects viewers to enjoy a creator's content that has built trust while easily accessing related product information and moving simply to purchase pages. It described this as establishing a virtuous cycle in which trust based on the authenticity of content leads to actual purchasing experiences.

Susanghansaengseon, short for Susanghan Saengmul Seonsaeng, is a channel run by science creator Kim Jun-yeon (김준연), a former high school biology teacher. It is characterised by transparently sharing the process of directly observing and exploring living organisms to explain life science closely tied to everyday life. The channel has 667,000 total subscribers and 334 million cumulative views.

Susanghan Saengseon recently collaborated with a biology education research lab at a national university to conduct classic experiments, including Mendel's pea crossbreeding experiment and fruit fly genetics experiments.

A signature Susanghan Saengseon video is "Things You Did Not See in Anchovies", which features an anchovy dissection. The video recorded 6.92 million views as a single piece of content.

Kim Jun-yeon, head of Susanghansaengseon, said, "As a creator who makes educational content, it is meaningful that a new channel has been 마련돼 to deliver books or educational materials more effectively." He added, "Going forward, I will focus more on producing educational content that students can see directly and understand."

Lee Jae-seok (이재석), head of Cafe24, said, "Creators are now growing beyond content producers into brands built on trust." He added, "Cafe24 will continue to provide commerce support so creators with expertise and authenticity like Susanghansaengseon can expand their value and communicate more deeply with viewers."