How LF Mall’s ‘Discovery of Family’ Engages Customers: 85% Increase in Participation!

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[The Public — Eunhye Ahn] LF, the operator of premium lifestyle marketplace LF Mall, has run its monthly series Discovering Family for the past two years.

The series draws styling ideas from real families’ stories and, since the launch of Season 2 last September, has evolved into a community-focused project.

Through Season 2, the eight episodes have accumulated roughly 340,000 views, and the season’s average revisit rate per episode sits at about 45%.

Engagement has risen sharply: cumulative votes and comments for Season 2 are nearing 20,000, roughly an 85% jump from Season 1. Viewers are moving beyond passive viewing to actively sharing their experiences and emotions.

Products featured in the episodes saw average sales increase by about 25% compared with the previous week. LF Mall integrates product landing pages into videos and lookbooks and continually refines its UI and UX to smooth customer journeys, strengthening the link between content and commerce.

LF Mall will release Episode 9 of Season 2 from May 18 through May 25. The company solicited real-life stories on its official Instagram and selected a father and his daughter, who is due to marry in May, as the episode’s subjects.

The rollout includes interactive events. One poll asks users to vote on moments when they felt they “grew together” with a parent or child; a comment campaign invites stories about leaving a parent’s home to start a new chapter and the mutual affection that followed.

Customers who participate in both the vote and the comment event will receive 3,000 LF Mall mileage points, and the author of the day’s most resonant comment will earn an additional 5,000 points. LF Mall is also offering extra reward points for purchases of featured items and department-store gift cards for top contributors.

An LF Mall spokesperson said, “Discovering Family has grown beyond styling tips into a community platform where customers naturally share their stories and feelings. We will continue to expand LF Mall’s distinctive customer experience through story-driven content that encourages empathy and participation.”

An industry source observed that as younger consumers—particularly the MZ generation—increasingly share personal experiences and emotions, brands are shifting from one-way advertising toward participatory content. Empathy-driven storytelling not only builds brand affinity but can also strengthen long-term customer retention.