[Edaily Reporter KYUNG GYEYOUNG ] CJ Corp. OnStyle improved both its revenue and profitability in the second quarter as it strengthened its competitiveness through short-form video content.

According to CJ ENM CO., Ltd.(035760)on the 6th, CJ OnStyle, the company’s e-commerce division, posted second-quarter revenue of 402.8 billion won and operating profit of 26.0 billion won. These figures represent increases of 4.4% and 21.2%, respectively, compared to the second quarter of last year.

In particular, mobile live commerce (MLC) sales volume reached 184.8 billion won, a 161.3% increase from the second quarter of last year. During the same period, new app installations and monthly active users (MAU) also rose by 25.6% and 10.5%, respectively.

In this regard, CJ OnStyle analyzed that a virtuous cycle—where customers who discover CJ OnStyle content on external channels are driven to the app, leading to product purchases—has strengthened, resulting in growth in both its customer base and purchase conversion rates.

CJ OnStyle implemented a strategy of distributing short-form content—edited clips from live broadcasts—across external social media channels. Integrating intellectual property (IP) content with strong fan bases—such as the Korea Baseball Organization (KBO) and movies like *The Devil Wears Prada*, *Wally Run*, and *Minions*—into its e-commerce platform also contributed to app traffic.

In terms of products, the expansion of the premium travel and children’s categories drove sales growth. Profitability also improved as the company strengthened its product lineup, focusing on high-margin health supplements and premium beauty products.

CJ Corp. plans to expand its external customer base through social media by establishing a collaborative framework with partners such as influencers and brands and refining its creator commerce model. The company also plans to expand its customer base by strengthening its customer lock-in system.