[Edaily Reporter SHIN MIN JOON ] CJ OnStyle’s brand incubation program, CJ ONCUBATING, is drawing attention. This is because CJ ONCUBATING is not only discovering promising brands but also driving their actual growth.

CJ OnStyle announced on the 13th that the combined transaction volume for the brands selected for CJ ONCUBATING in the first half of 2026 increased approximately 16-fold compared to the second half of 2023, when the brand incubation program was fully launched by CJ Corp.

The scale of the incubation program has also expanded rapidly. Starting with the discovery of nine brands in 2023, CJ OnCubating has selected a total of about 80 brands over the past three years. CJ OnCubating is recognized as having evolved into an acceleration system that connects the entire growth process of a brand—from initial product planning, marketing, and sales channel support to △content planning △sales channel expansion △investment △and global distribution.

CJ Corp. OnCubating’s unique selling point is its focus on scaling up. Brands with confirmed growth potential increase their sales volume by leveraging CJ OnStyle’s channel value chain, including mobile and TV live streams. The structure is designed to comprehensively drive the growth of promising brands by subsequently connecting them to investment and global distribution.

In fact, brands with sales exceeding 10 billion won are emerging. The bio-beauty brand Arocel, which joined CJ OnStyle in January of last year, is on the verge of surpassing 30 billion won in cumulative sales in just a year and a half.

Early-stage selected brands are also continuing to scale up. Notable examples include Nutserin from the first cohort and the aesthetic brand Tom from the third cohort. The protein shake brand Flymil has expanded its business scope beyond sales growth to include investment and overseas expansion. Its operator, F&L Corporation, received the Minister’s Award at last year’s Ministry of SMEs and Startups Integrated Competition.

Next-generation growth leaders are also emerging among this year’s selected brands. Beauty device brand EOA recorded approximately 5 billion won in orders in the first half of this year alone. CJ Corp. also received the Minister’s Award from the Ministry of SMEs and Startups for two consecutive years in 2024 and 2025.

CJ OnStyle is also expanding its scope to become an ecosystem for fostering K-lifestyle brands. It recently signed a business agreement with the Seoul Business Agency (SBA) to jointly support promising brands—from discovery and product development to sales channel expansion and global market entry. The strategy is to accelerate the growth of next-generation K-brands by leveraging the incubation know-how and content commerce capabilities accumulated through CJ OnCubating.

A CJ Corp. official stated, “The role of a retailer no longer stops at discovering and selling good brands,” adding, “Through CJ OnCubating, we will strengthen our role as a commerce accelerator by proving a brand’s potential through sales and connecting it to investment and overseas expansion to nurture it into a global brand.”