[Edaily Reporter Han Jeon-jin ] A publisher’s YouTube channel—which did not directly advertise books—has amassed nearly 570,000 subscribers, and whiskey content featuring the company’s department head as the protagonist quadrupled sales. A strategy that builds relationships with consumers through “narratives” that prioritize people over products—and translates those relationships into a fan base and purchases—is emerging as a new battleground in marketing.

During the Deep Dive session at the E-Daily “E-Marketing Insight Summit 2026,” held on the 15th at the FKI Tower in Yeouido, Seoul, Cho A-ran, Head of the Content Planning Team at Minumsa; JINDO.CO.,LTD, Producer at Shortman Research Institute; Lee Eun-sol, CEO of Saebyeok Nesi; Park Tae-hee, Assistant Leader (AL) of the Creator Team at Bucketplace (Today’s Home), shared strategies for building fan communities using content, short-form videos, and creators.

The YouTube channel “Minumsa TV,” launched in 2019, is set to surpass 570,000 subscribers this month. Team Leader Cho explained, “We chose people over books and content over advertising,” noting that redefining the publishing house not as “a place that makes and sells books” but as “a place where people who make and sell books work” led to attracting non-readers. He emphasized, “The greatest output of Minumsa TV is people.”

Human narratives also proved powerful in short-form content. Producer Jin presented a case study from the #LotteChilsungBeverage Scotch Blue whiskey project, in which a 15-year veteran department head was cast as the protagonist of the content. He noted, “Even with all other conditions remaining the same, sales increased approximately fourfold compared to the same period last year,” citing △the protagonist △the goal △obstacles △and internal conflict as key elements. He added, “Ultimately, storytelling begins with empathy.”

In the global market, the role of creators in connecting local consumers with brands is growing. CEO Lee emphasized, “Knowing who we’re selling to is key,” stressing the need to segment by region, community, and consumer characteristics to find the right creators. The K-Beauty brand Tirtir expanded its product color palette to 40 shades following a video by a Black creator that garnered 50 million views, and then linked this expansion back to the creator’s content to generate a second wave of viral buzz.

Some have also pointed out that a “money race” to secure creators alone has its limits. Park AL stated, “If platforms jump into a commission war, it’s difficult to beat large platforms with greater financial resources,” adding, “We must develop weapons that go beyond mere costs.” Today’s Home operates programs such as the “Hall of Fame” and “Special Creators” not only to offer monetary rewards but also to stimulate creators’ desire for growth and recognition. He emphasized, “If we create an ecosystem where creators can grow, gain recognition, and secure new opportunities, we will be able to secure loyalty and content effectiveness that go beyond the cost.”