E Channel Launches Seoul Unnie, a K-Beauty Variety Series Built for TikTok and Global Commerce

Tcast's E Channel is expanding into global beauty entertainment with the launch of Seoul Unnie, a new hybrid variety series that combines TikTok livestreaming, K-beauty content and cross-border commerce.

Announced on July 10, the project is jointly developed by E Channel and global IP studio Studio Vibe, introducing a format that bridges digital-first content with traditional television.

Jung Ye-in and Pony. Photo courtesy of Tcast E Channel.

Hosted by K-beauty creator Pony and former Lovelyz member Jung Ye-in, Seoul Unnie follows the pair as they explore Seoul's latest beauty and lifestyle trends alongside influential creators from around the world.

Rather than debuting as a conventional TV program, the series will begin with a three-part interactive livestream on TikTok. Edited highlights from those broadcasts will later be repackaged into a full television program, creating a hybrid format that connects real-time audience engagement with long-form entertainment.

Vietnam has been selected as the first destination for the project, with local influencers including Truong Ya Dinh and Tan Meo joining the cast to introduce K-beauty trends through live interactions with viewers.

Beyond entertainment, the production is designed to explore the commercial potential of K-beauty by linking livestream content with local e-commerce ecosystems such as TikTok Shop, adapting its approach to each market.

The producers believe the format represents a new model for global K-content, combining creator-driven communication, localized commerce and entertainment into a single IP that can expand across multiple countries.

"We want to introduce Seoul's beauty and lifestyle culture to global audiences through TikTok while building a new global IP that connects content and commerce," the production team said. "By combining the strengths of both companies, we aim to create differentiated beauty content that resonates with international viewers."

Following an initial rollout in Vietnam in August and September, Seoul Unnie will premiere in Korea on E Channel before becoming available on streaming platforms Wavve and WATCHA.

Reported by News Culture [e-mail]