Hyundai Home Shopping will host a second round of live broadcasts featuring popular overseas brands under its Global Shora Direct program, which has drawn strong consumer response. The company plans to expand the schedule and diversify product categories, accelerating its push into global livestream commerce.

Hyundai Home Shopping said on Sunday it will air six special programs from Monday to September 12 on its mobile livestream channel Shora, broadcasting fashion brands directly from Italy.

The lineup focuses on brands that previously attracted high customer engagement, including French cashmere brand Eric Bompard (Monday, 5 p.m.), Italian bag brand Gianni Chiarini (September 10, 5 p.m.), and Boldrini (September 12, 5 p.m.). Each program will be streamed from the brands’ stores and showrooms in Italy, offering viewers discounts of up to 30 percent compared with local store prices.

Since launching Global Shora Direct in August last year, Hyundai Home Shopping has rapidly expanded content in response to customer demand. The company said that average sales per live broadcast this year have risen more than 30 percent from last year. Initially aired once a month, the program is now streamed twice a week—on Mondays at 5 p.m. and Fridays at 8 p.m.—with plans to expand to three times a week.

Hyundai Home Shopping is also diversifying beyond its fashion and accessories lineup, with plans to introduce Italian food products such as olive oil and pasta. In addition, it will air collaborative programs with Japan’s premium Hankyu Department Store.

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