Kim Joo-hee Transforms Again as a 'Shopping Expert,' Driving Sales for Cellab

Former SBS anchor Kim Joo-hee is poised for another remarkable transformation in the broadcasting industry, now emerging as a 'shopping expert' gaining significant attention in the home shopping sector.

Kim, a former Miss Korea Jin who joined SBS in 2005 and began her career as an anchor, established herself as an 'anertainer' by appearing in variety shows and economic programs. After going freelance, she also showcased her unique presence in golf, obtaining a USGTF teaching professional certification.

Recently, Kim has been making waves in the 'home shopping' field, particularly as a key guest for the bio-cosmetic brand 'Cellab.' She has become instrumental in driving the brand's product sales.

Industry insiders revealed that Kim's appearance as a guest on the Cellab Biogenic Essence broadcast on Hyundai Home Shopping in September led to impressive sales figures. She actively promoted the product on her Instagram, stating, "Cellab, a cosmetic I encountered early this year, is a product that has brought novelty and wonder to the beauty field."

The explosive growth of the Cellab brand is largely attributed to the significant role played by celebrity guests, many of whom are former anchors like Kim Joo-hee. Cellab Biogenic Essence became a dark horse in the home shopping basic cosmetics market, surpassing 150 billion KRW in cumulative sales for the single item from 2023 to June 2025.

Notably, in May, the product achieved a record single-day sales of 2.2 billion KRW on GS Home Shopping, exceeding its target by 231%. This marks the highest revenue ever for an essence product on GS Home Shopping, with 92% of its customers being women over 40.

Cellab has ranked first in the essence category for three consecutive half-year periods from the first half of 2024 to the first half of 2025 on Hyundai Home Shopping and GS Shop. In June of this year, it also secured the top spot in the essence category on the Naver Plus Store's Best Brand Popularity Chart.

A broadcasting industry official commented, "Kim Joo-hee has accumulated experience presenting corporate technology and products through her long tenure on economic programs. She possesses an exceptional ability to understand bio-technology and persuasively convey it to consumers, rather than just selling a product."

Kim Joo-hee's versatility extends to her golf YouTube channel, 'Kim Joo-hee's The Love Golf,' where she operates as a content creator, and her regular appearances on golf variety shows like tvN's 'Golvengers,' solidifying her status as an entertainer.

"The clear pronunciation and delivery of a former anchor, coupled with the credibility derived from years of broadcasting experience, make her an ideal candidate for a home shopping host," explained a home shopping industry representative. "We are seeing an increasing number of cases where star guests like Kim Joo-hee become growth drivers for products."

From a traditional SBS announcer to a variety show MC, economic channel host, golf expert, and now a home shopping sales queen, Kim Joo-hee's endless transformations and challenges present a new model for 'long-running' success in the broadcasting world.

Korean netizens have expressed strong support and admiration for Kim Joo-hee's career evolution. Comments include: "Kim Joo-hee, as expected, her abilities are trustworthy!", "Being a former anchor, her explanations are so easy to follow.", "I've tried the Cellab essence too, it's really good. Seems like sales went up thanks to Kim Joo-hee.", and "What can't she do? She's good at golf and now a shopping host too!" These reactions highlight her credibility and versatile talents.