[비즈한국] "Promoting everything in the world."
The introduction to Kim Sun-tae's personal YouTube channel is short but powerful. Having changed the grammar of public institution promotion through the Chungju City YouTube channel 'ChungTV', it is a declaration that he is now entering the advertising market with a channel under his own name.
Kim Sun-tae's channel received an explosive response immediately after its launch. As of March 5, it surpassed 1 million subscribers just 3 days after its opening, and the first video alone recorded millions of views. The comment section turned into a scene that felt like an 'advertiser fair,' with official accounts of various companies and public institutions appearing one after another.
This phenomenon goes beyond simple buzz. Kim Sun-tae's first advertiser will not just be a typical sponsor, but the 'first witness to the event.' This is because they will be the first brand to be named at the moment when Kim Sun-tae sheds his image as a former civil servant YouTuber, also known as 'Chungju-man,' and transitions into a personal creator. The first advertisement will become not just mere exposure, but a symbol. Who took Kim Sun-tae first, how they utilized his character, and how they landed a figure who was once the icon of public institution promotion into a commercial advertisement—all of these will become subjects for news articles and online communities. This is why the comments suggesting advertisements, left right after his personal channel opened, were turned into articles.
This anticipation stems from Kim Sun-tae's track record. While operating the official YouTube channel for Chungju City, he drew attention for content that combined memes, B-grade sensibilities, fast editing, and a candid way of speaking, and that character has continued even after moving to his personal channel. Looking at recent reports, the public is consuming Kim Sun-tae not just as a 'former civil servant YouTuber,' but as a rare case of successfully transferring the experience of organizational channel management to a personal brand.
Recently, a document titled 'Kim Sun-tae Channel Introduction' has been circulating in the market. This document includes an advertising product lineup along with a price tag of up to 100 million won. Looking at the format, it goes beyond a typical sponsorship inquiry and is closer to a proposal that has already packaged advertising products to a certain extent. This is also read as a clue that Kim Sun-tae is recognized not just as a YouTuber with high buzz, but as a 'promotional creator' ready to enter the advertising market in earnest.
However, the authenticity of this document has not yet been confirmed. It is unclear whether it is a legitimate distribution proposal, a draft, or a false document created by a third party. Bizhankook attempted to contact Kim Sun-tae's side several times to verify the details but did not receive a response. Nevertheless, the fact that this document is being talked about inside and outside the industry is evidence of the advertising market's high expectations for Kim Sun-tae. Whether real or not, it means the market's perception that 'one must be prepared to endure this level of cost and attention to collaborate with Kim Sun-tae' has already begun to form.
So, who will be the first advertiser? Analysis suggests that the most likely industry is consumer goods, such as chicken or food and beverages, which have high popularity and quick responses. The reason is simple. For Kim Sun-tae's first ad, the 'scene' is more important than the product explanation. The public is highly likely to watch the first ad to see how naturally Kim Sun-tae makes them laugh, how he twists the brand in his own way, and how he gets comments and communities moving again. In such moments, a brand that allows for short copy and immediate consumption is more advantageous than one with complex products. This is why brands like Norang Tongdak, Bareun Chicken, and Binggrae005180, which were the first to grow their presence in the comments section, are cited as strong candidates.
Conversely, a brand that has both public character and close ties to daily life could be 'chosen' by the Promotional Man. Kim Sun-tae's strength is that he is not just a funny person, but has experience in translating public promotion into the language of the masses. To utilize this history, brands related to finance, mobility, insurance, or public campaigns might be a better fit. In fact, iM Financial Group, Uber Korea, the National Health Insurance Service, the Ministry of Health and Welfare, and the Korea Consumer Agency also joined the comment war early on. If the first ad focuses on drawing the reaction of 'Kim Sun-tae can even explain this like this' rather than simple product sales, there is a possibility that a daily life information-style advertisement could have even greater impact.
What matters more than the advertising cost is the 'first-mover premium.' Even considering the high price, the effect the first advertiser will get in the real market may go beyond simple view counts. At the moment the first ad is released, the media will likely consume 'who Kim Sun-tae's first advertiser is,' and the community will likely debate 'which brand used Kim Sun-tae with the most sense.' The first advertisement itself becomes the subject of secondary articles and secondary viral content.
An advertising industry official stated, "Kim Sun-tae's first advertiser is special in that they become the protagonist of the first scene where the personal branding of a public promotion star is monetized," adding, "I believe there are quite a few companies willing to pay for the attention itself."