협업 182건 중 96건이 한 채널 — 음식물처리기 1위 미닉스가 광고를 두 층으로 쌓은 법

The most-watched YouTube video among Korean food-waste-disposer ads over the past year is a 58-second cat Shorts. Pet channel Underworld posted 'The Cat Who Became an Ambassador' — a clip that flashes Minix's The Flender PRO for under 30 seconds — and it drew 3.83M views. That single video is only one of 182. Over the past 9.5 months, Minix ran 182 sponsor videos, and more than half of them (96) landed on a single entertainment-studio channel called B-Studio as short-form clips.

A 58-second Shorts tops the list, and the 182-video volume is 19x the tech-category average

Seeing a small-appliance brand run 182 sponsorship videos in 9.5 months is uncommon.

Between late June 2025 and mid-April 2026, Minix ran 182 sponsor videos on YouTube. The average across 191 tech brands with sponsorship history in Dhesy's data is 9.3 collaborations — Minix comes in at 19.6x that average. Only three tech brands have crossed 100 collaborations, and Minix is one of them.

That volume went to 74 different creators, but the concentration on a single channel is unusual. Of the 182 videos, 96 (52.7%) live on B-Studio — and 79 of those 96 are Shorts under 60 seconds. This kind of single-channel dependence is almost unheard of among general consumer brands.

Who is Minix — the small-appliance push driving At Home's growth

Minix is the brand arm of At Home Co., founded in 2018 by CEO Yang Jeong-ho with 5 million won in starting capital. The company launched mini dryers targeting one- and two-person households, then accelerated with The Flender series of food-waste disposers introduced in October 2023. Cumulative disposer sales crossed 200,000 units in May 2025 and 450,000 in November 2025. At Home reported 115B won in 2024 revenue and targets 230B won for 2025 — a two-fold jump.

The lineup has three pillars: The Flender disposer series (Basic/Pro/MAX), The Shift slim mini kimchi refrigerator, and seasonal appliance line MegaChips. The competitive context involves Cuckoo's Ecowhale (6th gen), which grew sales 426% year-over-year in Jan–Sep 2025 with a convenience-first pitch. Minix counters with a premium positioning built on technical claims — 130°C high-temp drying and a triple-activated-carbon hard-lock filter.

The YouTube strategy maps onto that competitive setup. A food-waste disposer is hard to sell through banners alone — odor, cleaning, capacity all require real-world demo.

Core stats — 182 videos, 74 creators, 63.5M views

Minix's 182 puts it among the top three tech brands by collaboration volume on Dhesy. Engagement lands below the category mean (1.53% vs 2.06%), which is the trade-off embedded in a slate where roughly half the videos are Shorts clips.

'Half on one channel' — what the 96 B-Studio videos actually are

B-Studio is a production company channel founded by Choi Seong-min and Nam Ho-yeon, both former SBS comedy-show PDs, in December 2022. In October 2025 it rebranded from 'Content Production Studio' to 'B-Studio'. The flagship format is 'B-Class Hearing RE:BOOT', a talk show hosted by Nam Ho-yeon. Official stats put the channel at 477K subscribers and an average video length of 57 minutes — but every long-form upload comes with a batch of short clips posted separately.

Minix's 96 videos on B-Studio slot into that structure. Among those 96, 79 are Shorts under 60 seconds, 5 are mid-length, 12 are long-form. The Flender MAX sits in the background of the main Hearing episodes, then reappears across dozens of highlight Shorts cut from the same taping. One contract yields dozens of product-exposure reps inside a single content package.

A two-layer ad structure, stacked

The remaining 86 videos scatter across 73 other channels, and they point the opposite way. Of those 86, 69 are long-form, only 5 are Shorts. Production-studio channels get Shorts; individual creator channels get long-form — a clean split.

The two layers do different jobs. The B-Studio Shorts layer delivers low views per video but frequent exposure, acting as a reminder circuit. The 73-channel long-form layer delivers fewer videos but 567K average views, carrying the product-demo narrative. Minix didn't try to mix Shorts and long-form inside a single channel — instead they sorted by channel type.

Flagship example — Underworld's 'The Cat Who Became an Ambassador', 3.83M views

The single top Minix sponsor video is on Underworld: 'The Cat Who Became an Ambassador', a 58-second Shorts with 3.83M views, 84,871 likes, 1,282 comments. The clip cuts off at the 30-second mark, where the brand name and product insert land. It reframes 'brand ambassador' as a cat stunt rather than a typical product demo — pure brand-awareness play.

The second-ranked video is '독거청년들 파티' (Sending My Lonely Bachelor Friends Off) from actor Lee Si-eon's personal channel Sieon's Cool, a 29-minute long-form with Ki An84, Han Hye-jin, An Bo-hyun, Dex, and Chulgabang the chef — 2.72M views. The Shift mini kimchi fridge sits in the party setup. In the same week, a Sieon's Cool × Minix subscriber promotion (New Year special pricing) ran in parallel, tying view-through to direct product conversion.

Product mix — the disposer is the center of gravity

Across the 182 videos, the disposer line dominates. The Flender MAX family takes 67 placements and The Flender PRO family takes 15 — 82 videos (45%) for the disposer series alone. The Shift mini kimchi fridge hits 52 videos (29%), and MegaChips accounts for 6.

What's notable is how products map to layers. The Flender MAX gets dropped into B-Studio Shorts more than any other product — classic brand reminder territory. The Shift mini kimchi fridge leans on long-form food and lifestyle channels like Tzuyang's Outside Garden, chef Ahn Seong-jae, and actress Lee Na-young — where the format supports a new-category introduction that actually needs demonstration.

But — the Shorts layer posts a 0.77% engagement rate

B-Studio Shorts engagement sits at 0.77% — 37% of the tech-category average (2.06%). Repeated exposure of the same product can slide into 'this ad again' territory, and highlight Shorts strip the main-episode context, so the actual persuasion beats (odor handling, speed) often don't land.

The always-on slot also reduces brand flexibility. Pausing 96 Shorts or swapping the campaign message requires aligning with the channel's editorial tone, and tying up ad flow with the production studio's schedule. The 73-channel long-form layer offsets that rigidity, but long-form carries its own concentration risk — the top five long-form videos alone account for 28% of long-form cumulative views.

Takeaways for marketers

Three angles.

First, small-appliance categories requiring demonstration can't rely on Shorts alone. Minix kept nearly half its collaborations in long-form precisely because disposers and mini fridges need usage-context explanation. Shorts and long-form should be designed as separate layers.

Second, long-term slot deals with production studios work as short-form brand-reminder machines. A single taping yields dozens of Shorts spinoffs, compressing CPV. Evaluated on engagement rate, the slot looks weak — so recalibrate the KPI around reach and repetition.

Third, concentrating 50%+ on one channel carries dependency risk. If the studio's format fatigues or rebrands, the campaign moves with it. Minix's 73-channel long-form layer serves as a diversification net.

The Minix case matters because 'reach' and 'persuasion' ran on different channel types rather than being forced into a single channel. It's a structure beauty, living, and DIY-tools brands that depend on demonstration can borrow.

FAQ

Q. What is Minix?

A. Minix is a brand under At Home Co., a small-appliance firm founded in 2018 by CEO Yang Jeong-ho. Its disposer line The Flender, launched October 2023, crossed 450,000 cumulative units sold by November 2025. At Home reported 115B won in 2024 revenue and targets 230B won in 2025.

Q. What is B-Studio?

A. B-Studio is a YouTube production channel founded in December 2022 by Choi Seong-min and Nam Ho-yeon, both former SBS comedy-show PDs. It rebranded from 'Content Production Studio' in October 2025. The flagship show is 'B-Class Hearing RE:BOOT', a talk format by Nam Ho-yeon. The channel posts both the main episodes and a batch of short clips, which is why a single sponsorship deal can yield dozens of product placements.

Q. Why concentrate half of sponsorships on one channel?

A. B-Studio's structure — main episode plus derivative highlight Shorts — lets advertisers repeat product placements across dozens of Shorts from one shoot. Per-unit production cost stays low and the always-on upload cadence rides the algorithm well, which makes it efficient as a reminder slot. The trade-off is engagement rate (0.77%): the layer works as memory residue, not as a persuasion engine.

Q. Which performs better — Shorts or long-form?

A. Depends on the KPI. The B-Studio Shorts layer stacked 11.83M views across 79 clips — strong reach efficiency. Long-form had top videos like Underworld's 'Ambassador Cat' (3.83M) and Sieon's Cool 'Bachelor Party' (2.72M) outperforming top Shorts by multiples, with ER at 1.76% (2.3x the Shorts layer). For appliances that require demonstration, long-form works as the persuasion engine and Shorts as the reminder.

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Methodology: Based on 182 Minix-sponsored videos (brand id 7faa59bb) and 191 tech-category brands with collaboration history on Dhesy. Analysis window: 2025-06-27 to 2026-04-12. Data source: Dhesy External: At Home revenue 2x plan — Hankyung, The Flender MAX launch — FN News, The Shift reveal — ZDNet Last updated: 2026-04-20