Content Creator Lallal Faces Setback with Failed Merchandise Venture

Content creator and broadcaster Lallal recently revealed the failure of her merchandise business, leading to the disposal of unsold stock. This has sparked interest in the original product lineup and pricing strategy.

On October 15, Lallal shared on her Instagram story, "Disposal complete. The maintenance cost was significant. How many tons was I holding onto?"

The accompanying photo showed a large, empty container warehouse, presumably where the merchandise was stored. Lallal expressed her mixed emotions, stating, "Why do I feel like crying after disposing of it?"

The discarded products were themed around Lallal's alter ego, 'Lee Myung-hwa.' The merchandise included everyday items such as fans, slippers, towels, mugs, aprons, stickers, and back scratchers. Additionally, items like traditional Korean pants, vests, and market bags were also part of the collection.

Despite the availability of similar items at local markets for lower prices, Lallal's merchandise was priced significantly higher. For instance, three stickers were priced at 14,900 KRW, a back scratcher at 15,000 KRW, and a kimchi vest at 29,900 KRW.

Lallal also miscalculated the production volume. She previously mentioned on a broadcast that she determined the production quantity by multiplying the daily visitors of a department store by two weeks. However, most visitors did not attend Lallal's pop-up event, and the fan base did not directly translate into buyers, leading to a misjudgment in demand. With around 50 different products, the inventory burden increased.

Lallal previously confessed on a broadcast that she lost almost all the money she earned over six years due to the merchandise venture. The costs of storing and disposing of the inventory further exacerbated the losses.

Since 2019, Lallal has gained popularity on platforms like AfreecaTV, YouTube, and TikTok. Her character 'Lee Myung-hwa,' a middle-aged woman born in 1958, became a sensation with her straightforward speech and roles as a neighborhood association leader and property owner.

Reporter: Da-yeon Jeong, TenAsia light@tenasia.co.kr