I Am SOLO's Ok-sun: From civil servant to influencer selling everything from fans to yogurt

Ok-sun from Season 22 of 'I Am SOLO' is completely shifting her career path from a civil servant to an influencer as she expands her group buying business. By broadening her product range from household appliances to food, her trajectory as a so-called 'group buying influencer' leveraging SNS is becoming increasingly distinct.

Recently, Ok-sun promoted yogurt through a group purchase on her SNS. In shared photos, she is seen sitting comfortably on a sofa, tasting the yogurt while introducing its features. She integrated the product into her content by creating a natural, everyday atmosphere, dressed in a sleeveless top and shorts.

Previously, Ok-sun also facilitated group purchases for electric fans, a seasonal household appliance. Rather than merely introducing a specific product as a one-time event, she is utilizing her SNS as a distribution channel by rotating product categories according to the season and consumer demand.

Now, by expanding into yogurt, she is conducting various group purchases that encompass both household appliances and food. Experts suggest she is moving closer to a typical influencer business model, where the recognition gained through her television appearance is directly linked to SNS content and consumer activity.

Ok-sun's background differs from many typical influencers. She previously worked as a Grade 8 administrative civil servant at a national university but chose a new career path after resigning. Her move has garnered steady interest, as she left a stable public service career to pursue a life based on public exposure and SNS influence.

In particular, during the process of selling products directly through SNS, she has faced scrutiny from those labeling her as 'Pal-i People' (selling people). 'Pal-i People' is an online expression referring to individuals who continuously sell various products by leveraging high recognition and follower counts, a term that has emerged naturally as the group buying market grows.

However, unlike simple advertisements, group buying is a commercial act that induces actual purchases, making it important to clearly communicate product information and whether the content is promotional. As celebrity lifestyle content and product sales become more intertwined, consumers may find it difficult to distinguish between personal recommendations and commercial promotions.

How Ok-sun chooses to utilize her fame following her television appearance is ultimately a matter of personal choice. Given that she is building a new professional identity as an influencer after leaving a stable government job, her path serves as an example of the career transitions currently appearing in the entertainment and broadcasting industry.

As participants of 'I Am SOLO' create new influence through their respective businesses and SNS activities after the show, Ok-sun is expanding group buying into her primary area of activity. Following her success with fans, her expansion into yogurt has drawn attention to which field her 'group buying influencer' journey will lead to next.