Tiffany Young Hosts 'X The League' as ENA Expands K-Culture Globally

ENA is set to spread 'K-Culture' globally with its new program 'X The League'. Tiffany Young, known for her role in Girls' Generation, has been selected as the host. She recently made headlines by confirming her relationship with actor Byun Yo-han last year and registering their marriage in February.

Co-produced by ENA and Larastation, 'X The League (XTL)' is a commerce competition show featuring global sellers from nine countries, including the US, Japan, China, Thailand, Indonesia, and Vietnam. With a grand prize of $500,000, the competition spans five rounds from March to July. Tiffany Young (36) and BamBam (28) are the MCs, and the show has already achieved record-breaking sales in its first round.

In the first round, which took place from March to April, the Korean team, led by advisor Noh Hee-young, recorded cumulative sales of 12 billion won. The team includes lifestyle icon 'Ki Eun-se', beauty artist 'Sang-eun Unnie', practical item expert 'Kkak Unnie', and fashion specialist 'Kkang Stylist', who engaged in fierce sales competition. Notably, 'Kkak Unnie's rice cooker sold out immediately upon launch, and 'Kkang Stylist's denim lineup also sold out instantly. With strategic sales from captain 'Ki Eun-se' and beauty expert 'Sang-eun Unnie', the Korean team emerged as a key player in driving first-round sales. The second round in May is expected to see even more intense competition.

ENA's 'X The League' is not just an entertainment show but aims to promote 'K-Brands' globally through influencers, positively impacting the industry. By leveraging a global mega-seller network, the show seeks to expand the distribution channels for domestic brands like 'K-Beauty' and 'K-Food', offering new opportunities for small and medium-sized enterprises struggling with global expansion.

Kim Ho-sang, CEO of ENA, stated, "ENA aims to enhance channel competitiveness and develop differentiated content for global growth. Through 'X The League', we will create a culture of mutual growth centered on 'K-Culture' with global sellers."

ENA has announced plans to strengthen its IP expansion strategy by 2026. Following the offline running event '2026 I Am Solo Run', based on the popular variety show 'I Am SOLO' (co-produced with SBS Plus), ENA plans to extend its IP into the online global commerce sector with 'X The League', continuing the 'K-Culture' wave.

'X The League', capturing the intense competition, selling strategies, evolving missions, live commerce scenes, and behind-the-scenes stories of influencers in each round, is set to air on ENA in August.

Lee So-jung, Ten Asia Reporter forusojung@tenasia.co.kr