CJ OnStyle Selects 25 Brands, Including Numerous Famous Celebrity Brands, for 'Oncubating Season 4'

## CJ OnStyle Successfully Launches 4th Generation of 'CJ OnCubating', a Program to Foster Promising H&B Brands! Steps Up to Discover Future K-Beauty Leaders with the Rise of Celebrity Brands and Strengthened Support CJ OnStyle has kicked off the 4th generation of 'CJ OnCubating', an incubating program designed to discover and foster the next generation of leaders in Korea's health and beauty (H&B) market. This year, 25 promising brands were finally selected after overcoming the highest-ever competition rate, preparing to write a new success story in the K-beauty and health market under the full support of CJ OnStyle. **Highest-Ever Competition Rate Recorded, 25 Brands with Growth Potential Carefully Selected** The 4th generation of 'CJ OnCubating' attracted over 240 companies, more than double the number from the previous year, demonstrating strong interest. This is evidence of the dynamism of the domestic H&B market and the high trust placed in CJ OnStyle's program. Through strict evaluation, CJ OnStyle comprehensively considered synergy with mobile live commerce strategies, product competitiveness, brand growth potential, and channel suitability to finally select 25 brands. The selected brands are diverse, consisting of 15 in the beauty sector, 8 in health functional foods, and 2 in the food sector. Particularly noteworthy is the rise of the newly established ‘Celebrity/Influencer Category’ in this 4th generation. A large number of brands directly launched by famous celebrities and influencers participated, including popular makeup artist Risabae's 'two slash four', actress Ha Ji-won's 'Pouch24', Super Junior Choi Siwon's 'LogIn Your Day', beauty YouTuber Company A's 'Meichai', fitness influencer Shim Euddeum's 'Kkobakkkobap', Lee Jong-min's 'Dr. Belle', and 'Berber', raising expectations for the impact of their fandom and content power on the market. This offers a glimpse into CJ OnStyle's strategic approach to maximize brand growth potential through the combination of distribution channels and influencer marketing. **Brand Nurturing System Advanced Through Strengthened Collaboration and Expertise** From its 4th generation, 'CJ OnCubating' has established a more advanced support system to help brands successfully settle. The transition to a joint operating system with the Seoul Center for Creative Economy & Innovation enables professional consulting and support for overall business management, beyond mere product nurturing. The aim is to resolve various management difficulties that early-stage growth companies may face through collaboration with startup-specialized support organizations and to help them lay the foundation for sustainable growth. Furthermore, collaboration has been strengthened with 14 specialized partner companies in various fields such as manufacturing, logistics, and investment, enabling brands to receive comprehensive support from product production to distribution and fundraising. This demonstrates CJ OnStyle's commitment to systematically providing all elements necessary for brands to gain competitiveness in the market by combining its own capabilities with external expertise. **Creating Synergy with the Mobile Live Commerce-Centric 'IP Universe' Strategy** CJ OnStyle will begin creating full-scale synergy with the selected brands starting in May. In particular, it plans to intensively introduce the selected brand products through popular mobile live commerce programs such as 'Get It Beauty' and 'Buty-Life' to make a strong impression on the public. This is a strategy to actively utilize mobile-centric distribution channels in line with rapidly changing consumption trends. Through diversified support such as joint purchases linked to celebrities and influencers, and partnerships for manufacturing, marketing, and global expansion, the program aims to scale up brands. This is a comprehensive growth strategy that goes beyond mere product sales, aiming for enhanced brand recognition, expanded production scale, and even entry into overseas markets. **New 'Value-Up Program' Established, Full Support for Overseas Market Entry** In this 4th generation, a new 'Value-Up Program' has been particularly introduced, offering exceptional benefits such as considering direct investment and support for overseas expansion for brands with excellent sales performance. This demonstrates CJ OnStyle's strong commitment to not just providing distribution channels, but also making substantial long-term investments and offering practical support for global market development for high-growth potential brands. A CJ OnStyle official emphasized, "We will continue to provide full support so that promising small and medium-sized brands with excellent product quality can succeed not only domestically but also in overseas markets," raising expectations for the globalization of K-beauty. **Presenting a Successful Win-Win Model for Large Corporations and Small Brands** 'CJ OnCubating' is regarded as an exemplary case of win-win cooperation, fostering co-growth by providing the infrastructure and know-how of a large corporation to promising small and medium-sized brands. Through this program, CJ OnStyle is implementing a win-win strategy of discovering and nurturing potential brands while simultaneously strengthening the content competitiveness of its own channels. The performance of 'CJ OnCubating' 4th generation is highly anticipated, as it secures growth momentum for the K-beauty and health market and provides a strong foundation for domestic brands to expand onto the global stage.