K-pop groups to sell small-business products at 'Yellow Flea Market' events

Six K-pop idol groups, including BbGirls and Apink, will serve as one-day sales representatives for small business owners. Rather than having small businesses provide products as free sponsorships, Noran Usan will purchase the products upfront and have the idols promote and sell them directly at each event.

The Korea Federation of SMEs announced Sunday that it is accepting applications from small businesses and sole proprietors through Thursday to participate in Yellow Flea Market, a Noran Usan digital content series designed to support the promotion and sale of small-business products.

Yellow Flea Market is a format in which K-pop idols introduce and sell small-business products at offline flea markets. Participating businesses gain product exposure through the idols without the burden of hiring models or producing their own content.

The program is divided into three episodes — K-Trend, K-Beauty and K-Food — with around 10 small businesses selected for each. Noran Usan will purchase the selected businesses' products in advance.

The first shoot takes place Sept. 17 in Gwanghwamun, Seoul. The K-Trend episode will feature BbGirls and N.Flying, who will introduce products including interior accessories and merchandise.

The K-Beauty episode, set for Sept. 18 in Seongsu, Seoul, will feature Apink and Cosmic Girls. It will cover fashion and beauty products such as clothing, jewelry and skincare items.

On Sept. 21 in Hongdae, Seoul, ONF and Cravity will take part in the K-Food episode, showcasing products from small businesses that produce desserts and other food items.

Small businesses and sole proprietors wishing to participate can apply through the Noran Usan website by Thursday. The program will also hold a draw among applicants, with 20 winners each receiving a Naver Pay coupon worth 10,000 won ($7).

"This is a content series designed to connect K-pop idols with small businesses and sole proprietors to effectively promote their products," said Lee Chang-ho, head of the Korea Federation of SMEs' mutual aid business division. "We hope many small business owners who have good products but struggle with promotion will take part."