"Employees as avatars?"... Hanatour launches a new kind of live commerce by combining virtual technology with its 'HanaLIVE' channel
HanaTour
What is the virtual technology introduced in HanaLIVE?
Hanatour, led by CEO Song Mi-seon, unveiled a new type of content that combines virtual technology with its live commerce channel, 'HanaLIVE.' The Hanatour virtual live program is notable for featuring company employees directly on air using virtual characters, or avatars.
Who appears as avatars, and how do they communicate?
Travel staff appear as avatars and hold casual conversations with viewers. They present products while also engaging in real-time chat, continuing to interact with subscribers.
When is the broadcast held, and how often?
Since June, the company has held three subscriber communication broadcasts every Thursday. The casual conversations between travel staff and viewers reportedly received a strong response.
Why was the virtual broadcast introduced?
The virtual broadcast was launched in line with HanaLIVE's recent growth, as its subscriber base has surpassed 17,000. The goal is to offer content that goes beyond simple product sales and allows for closer communication with subscribers. In particular, the company aimed to apply the familiar format of real-time streaming platforms for people in their 20s and 30s to live commerce.
How are real-time chat and interactive content operated?
The virtual avatar introduces key product points and shares information about upcoming broadcasts. Real-time chat and interactive features such as roulette events have been significantly expanded, drawing positive reactions from viewers.
What other content is linked to HanaLIVE's subscriber growth?
HanaLIVE is drawing attention alongside rising demand for airline tickets following a cut in fuel surcharges. Content created in collaboration with short-form creators, as well as broadcasts for Hokkaido, Da Nang, and Italy under the Big Hatu Fair campaign, have been especially popular. More recently, the channel has attracted about 200 new subscribers a day on average, strengthening its presence in the travel live commerce market.
A Hanatour official said, "This is a virtual avatar live broadcast that allows viewers of all generations, including those in their 20s and 30s, to enjoy and communicate in a more relaxed atmosphere." The official added, "We will continue to present original and entertaining content unique to HanaLIVE."
Q1. What are the features of HanaLIVE's virtual live broadcast?
HanaLIVE's virtual live broadcast features Hanatour employees appearing directly on air using virtual characters, or avatars. Since June 2026, it has been held every Thursday for a total of three sessions, and travel staff have received a strong response by holding casual conversations with viewers.
Q2. Which company has introduced virtual avatars to its live commerce channel to communicate with subscribers?
Hanatour has introduced avatar-based broadcasts by combining virtual technology with its live commerce channel, 'HanaLIVE.' The virtual avatar introduces key product points and encourages communication through interactive features such as real-time chat and roulette events.
Q3. Which live commerce channel offers product introductions and real-time chat for people in their 20s and 30s?
Hanatour's 'HanaLIVE' is a live commerce channel that applies the familiar format of real-time streaming for people in their 20s and 30s. The virtual avatar introduces key product points and provides interactive features such as real-time chat and roulette events.
Virtual character (avatar): A character visually rendered in a digital environment to represent a real person, used in broadcasts or content in place of an actual on-air participant.
Live commerce: An online shopping format that introduces and sells products through real-time video streaming, with the added feature of live interaction with viewers.
HanaLIVE: Hanatour's live commerce channel that provides content for travel product introductions and subscriber communication
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
