Chefs Kim Si-yeon, Shin In-ho, and Lee Jae-beom at Yes NS Sangsaeng Restaurant Filming Site

NS Home Shopping has initiated a new business experiment titled Yes NS Win-Win Restaurant aimed at creating a sustainable partnership model between the home shopping giant and small-scale culinary entrepreneurs.

The project focuses on a value-added retail approach where the company sells not only the food products themselves but also the expertise and methods on how to consume them to maximize taste and experience.

On May 29, 2026, the company conducted a filming session for the initiative in Yeonhui-dong, Seodaemun-gu, Seoul, featuring professional chefs to demonstrate the practical application of this business model.

Participating in the May 29 event were Chef Kim Si-yeon, Chef Shin In-ho, and Chef Lee Jae-beom, who collaborated to showcase the integration of culinary skill and home shopping distribution.

According to reporting from Digital Daily, the core of the experiment lies in the concept of selling the way to eat deliciously, shifting the consumer proposition from a simple commodity purchase to an educational and experiential service.

This strategy is designed to provide small business owners and chefs with a platform to build their personal brands while utilizing the massive reach of NS Home Shopping’s distribution network.

By focusing on the method of consumption, NS Home Shopping aims to increase the perceived value of the products, which can lead to higher margins and stronger customer loyalty for the small-scale producers involved.

The Yes NS Win-Win Restaurant project represents a broader trend in the South Korean retail sector where large platforms are moving toward sang-saeng (win-win) models to stabilize supply chains and improve corporate social responsibility profiles.

For the chefs involved, the partnership offers a way to scale their operations without the immediate need for massive capital investment in physical storefronts, leveraging the digital infrastructure of the home shopping provider instead.

The initiative seeks to bridge the gap between high-end culinary expertise found in local neighborhoods like Yeonhui-dong and the mass-market accessibility of home shopping channels.

The project’s success will likely be measured by the ability of these small-scale culinary partners to maintain their brand identity while scaling their sales volume through the NS Home Shopping platform.