K Car's YouTube channel hits 100,000 subscribers — and spotted Lisn's Woni early

Used-car info, entertainment-style

Channel launched last January reaches 100,000 subscribers

Long- and short-form content logs 140 million cumulative views

Entertainment-format videos expand reach beyond car enthusiasts

Studio KOK, K Car's official YouTube channel, has earned YouTube's Silver Creator Award after surpassing 100,000 subscribers. [Provided by K Car]

Studio KOK, the official YouTube channel of K Car — South Korea's largest direct-managed used-car platform — has crossed 100,000 subscribers. The milestone comes as the channel has broadened its appeal among younger audiences by moving away from dry, information-heavy used-car content and toward automotive entertainment programming.

K Car announced Wednesday that Studio KOK had earned YouTube's Silver Creator Award upon hitting the subscriber mark, achieving it in the shortest time of any channel in the domestic used-car industry since its launch last January. Cumulative views across long- and short-form content have reached 140 million.

The channel name "KOK" is derived from the initial consonants of "K Car" in Korean. It also doubles as a written expression of laughter in Korean internet slang. The name reflects the channel's intent to present cars and used-car topics not as a difficult or specialized domain, but as everyday content infused with relatability and humor.

Studio KOK has repackaged automotive and driving culture, car-owner experiences, and the vehicle-selection process into entertainment-style formats. Its flagship series include "My Driving Instructor Ajeossi," which follows a novice driver's progress through lessons, and "Car Owners, Why'd You Buy That?," in which owners of different vehicles go head-to-head defending their choices.

K Car's key services are woven naturally into the content as well. Trust-building features that matter to used-car buyers — such as the company's three-day return guarantee and K Car Warranty — are embedded in the entertainment flow rather than presented as straightforward advertisements. Connecting those services to real-use scenarios has been credited with raising brand awareness.

Woni, a member of girl group Lisn [Newsis]

"My Driving Instructor Ajeossi" has been a particular standout, featuring comedians Lee Seon-min and Yoo Yeong-u alongside Woni, a member of girl group Lisn, as they navigate beginner-driver mishaps with humor. The cast's chemistry and the relatable, everyday subject matter drew in not only car enthusiasts but also the MZ generation, idol fandom communities, and general entertainment viewers.

K Car sees the 100,000-subscriber milestone as evidence that brand content is evolving beyond simple information delivery into automotive lifestyle content that audiences genuinely enjoy. The channel plans to continue covering questions customers have during the used-car buying and selling process, the growth journeys of novice drivers, real vehicle-ownership experiences, and generational differences in car preferences.

"Reaching 100,000 subscribers on Studio KOK is a meaningful achievement that shows K Car is broadening the ways it communicates with customers," K Car President Jeong In-guk said. "We will continue to work hard at connecting with customers through diverse channels that can deliver a wide range of stories about cars and used vehicles in an accessible and entertaining way."

Meanwhile, K Car is South Korea's largest direct-managed used-car platform, listed on the Kospi in October 2021. The company operates on a direct-sales model in which it buys and sells vehicles itself, and as of this month runs 48 directly managed locations nationwide. It launched its e-commerce service "Home Service for Buying My Car" in 2016, and last year introduced "My Car," a vehicle management service that extends its business into lifecycle information for cars after purchase or sale.

kwater@heraldcorp.com