Korea Federation of Small and Medium Enterprises said on the 6th it is recruiting companies to join Yellow Flea Market, a Yellow Umbrella digital content series in which K-pop idols directly promote and sell products from small enterprises and microbusinesses.
Yellow Flea Market is a program where K-pop idols act as microbusinesses' "one-day sales staff" to sell products. It was prepared to promote microbusiness products and provide new sales channels by leveraging idols' recognition and content. For consumers, it offers a chance to experience both K-pop and microbusiness products.
The program consists of three themes: trends, cosmetics, and food. About 10 small enterprises and microbusinesses will be selected for each theme. After Yellow Umbrella purchases the selected companies' products in advance, idols will directly promote and sell them to consumers at a flea market in Seoul.
The trends segment, filmed on the 17th in Gwanghwamun, Seoul, will feature Brave Girls and N.Flying. The two groups plan to present creative, trend-reflecting items such as interior products and merchandise.
Cosmetics can be found on the 18th in Seongsu-dong. Apink and WJSN will take part. They will showcase distinctive products made by microbusinesses, including clothing, jewelry, and skincare items.
Yellow Flea Market held on the 21st in Hongdae will center on food. ONF and Cravity will participate. They plan to discover food items that could gain traction on social media (SNS) and promote them to consumers.
Small enterprises and microbusinesses wishing to participate can apply on the Yellow Umbrella website by the 10th. The selected products will not be sponsored by the companies; Yellow Umbrella will purchase them directly. This can both reduce microbusinesses' expense burden and lead to sales. Among applicants, 20 people will be selected by lottery to receive a Naver Pay coupon worth 10,000 won.
Lee Chang-ho, head of the mutual aid business unit at KBIZ, said, "The Yellow Flea Market content was prepared to consolidate idols and small enterprises and microbusinesses so products can be promoted in a fun and effective way," adding, "We hope for the strong interest and participation of microbusiness owners who have good products but face difficulties with promotion."