A content-commerce case has emerged in which YouTube fandom leads to purchases. Cafe24 said on Tuesday it built a content-commerce structure that connects fandom to actual buying through a collaboration with the YouTube channel Workman, which has about 4.26 million subscribers. The first joint project, "Workman·Woongjin Foods Green Plum Sparkling", sold out its prepared quantity of 10,000 sets soon after the content was released on June 5.

Cafe24 took charge of a structure that supports everything from brand matching to overall operations and sales performance management in the collaboration. Under this role-split partnership model, content IP generates consumer interest and buzz, and Cafe24 links it to actual purchase conversion. Workman, in which actor Lee Jun (이준) takes part as MC, is a web variety show that directly experiences various jobs and has established itself as one of the domestic mega content IP channels.

Cafe24, Workman and Woongjin Foods plan to continue their collaboration based on this response. They plan to offer monthly lowest-price deals for subscribers linked to Workman content and to provide performance analysis based on YouTube shopping data. The company said the goal is to support brands' marketing decision-making.

Behind the collaboration is Cafe24's matchmaking service. The service connects brands with suitable creators by analysing sales data, content tendencies and e-commerce and marketing characteristics. Since it started in April 2024, the cumulative number of matches has reached about 1,100, and cumulative transaction value has topped 19 billion won. It also provides guidance on content planning and overall operations after matching. The share of cases rematched at least twice is 65 percent, and the share of repeated collaborations of 10 times or more is 28 percent. Cafe24 plans to sequentially expand collaborations with large channels such as Workdol, Todalbokk and Nobbakku Tak Jae-hoon produced by HLL Joongang.

Cafe24 Chief Executive Lee Jae-seok (이재석) said, "Cafe24 will continue to stably support the entire process from matching to operations so that creators' IP competitiveness can lead to real purchase conversion."