SMEs H&B Brand Nurturing Program <ONCUBATING>

In 2023, CJ ENM launched the ‘ONCUBATING(ONSTYLE+Incubating)’ program to secure new growth drivers and foster cooperative growth with small and medium-sized H&B(Health & Beauty) brands possessing differentiated products and technologies.

Brands that are selected through ONCUBATING’s selection process are provided with an expansion in sales channels through CJ ONSTYLE’s systematic incubation process and marketing support from external partners that amounts to KRW 50 million a year. CJ ONSTYLE fosters innovative brands through integrated marketing based on multi-channels including TV and mobile platforms.

In 2023, the ONCUBATING program operated two rounds, selecting a total of 9 brands including 4 in the first round and 5 in the second round. The Commerce Division invested in ‘Rawga’, the operator of ‘Plant’, a plant-based collagen inner beauty brand selected in the first round, to organize customized promotion and quality improvement sessions. We also discover and invest in promising start-ups such as ‘THENEWGREY’, the only senior content production company in Korea with active senior influencers.

Moving forward, CJ ENM will further expand our investment portfolio to solidify our one-platform strategy and secure new growth drivers for the future.