The Power of Celebrity Branding: How Lee Yu-ri Built a Real Estate Empire Through K-Beauty Success
In the competitive world of South Korean entertainment, transitioning from an actress to a successful entrepreneur is a rare feat. On the latest Lunar New Year special of tvN STORY’s What’s Left?, “Rating Queen” Lee Yu-ri revealed the staggering scale of her business success, shocking fellow hosts and viewers alike.
From Sold-Out Shows to Real Estate Ownership
Lee Yu-ri, widely recognized as a powerhouse in the K-drama industry, has also earned the title of “Home Shopping Queen.” During the broadcast, host Lee Young-ja highlighted Lee’s dual success in television ratings and retail sales.
Lee Yu-ri candidly shared a behind-the-scenes look at her entrepreneurial journey. “A small cosmetics company I started eventually grew large enough to fund the construction of an entire building,” she revealed. This disclosure highlighted her immense selling power—moving beyond simple product endorsements to building a scalable enterprise and achieving real estate mogul status.
Business as a Lifeline: Chef Jung Ho-young’s $30M Achievement
The episode also featured renowned Chef Jung Ho-young, who disclosed his own remarkable record in the home shopping sector. Jung revealed that his cumulative sales reached a staggering 400 billion KRW (approximately $30 million USD).
However, behind the impressive figures was a story of resilience during the global pandemic. “During the COVID-19 crisis, the restaurant industry was hit incredibly hard,” Jung explained. “I pivoted to home shopping out of necessity, and those sales allowed me to continue paying my employees’ salaries.”
The Rise of the “Cel-preneur” in South Korea
The success stories of Lee Yu-ri and Jung Ho-young reflect a growing trend in the Korean market where celebrities leverage their public trust to dominate live commerce and home shopping platforms.
For Lee Yu-ri, the transition was fueled by the global K-Beauty boom, while for Chef Jung, it was a strategic pivot to survive the harshest economic climate for restaurateurs. Their stories serve as a testament to the evolving landscape of celebrity-led businesses, where personal branding meets high-stakes entrepreneurship.
