Why the ‘Wally Run’ Marathon is Captivating Asia’s 2030 Generation: A Fun Run Trend Explained

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CJ OnStyle’s running-focused live-commerce broadcast drew strong attention, underscoring how the “fun run” trend—treating races as shared experiences rather than just athletic pursuits—resonates with consumers.

On May 20, CJ OnStyle reported that customers bought an average of 1.7 tickets each for the Find Wally! Run with Shinhan Card (Wally Run), sold through a recent mobile live-commerce broadcast.

The company said demand is growing for fun runs—events designed for friends and families—moving away from a running culture centered solely on personal records.

Tickets for the family-friendly 5 km (3.1 miles) course sold out within 10 minutes of the broadcast’s start. During the show, viewers asked whether a 10-year-old could participate and whether friends could begin together in the same wave.

Engagement surged: chat activity during the hour climbed 767% compared with the same-time broadcast the previous week. Young adults drove much of the interest—more than 60% of Wally Run ticket buyers were in their 30s or younger—and over 80% of buyers were new users of the CJ OnStyle mobile app. Traffic coming through Shinhan Card’s SOL Pay app further amplified the event’s buzz.

The broadcast’s early spike was notable: about 30,000 views within 10 minutes, and roughly 70% of that day’s sales occurred in that window. CJ OnStyle credits the response to presenting the run itself as an entertainment experience rather than a simple ticket sale.

A CJ OnStyle spokesperson said, “Running has evolved into cultural content where people—especially those in their 20s and 30s—share tastes and worldviews. The response to our live broadcast exceeded expectations, and we will continue to introduce content that combines high-profile IP with current lifestyle trends.”

Wally Run will be held June 21 at Yeouido Park in Seoul. Universal Studios is the event organizer and Shinhan Card is the title sponsor. The race will accommodate about 9,000 participants across 10 km (6.2 miles) and 5 km (3.1 miles) courses. Remaining tickets are available on the CJ OnStyle mobile app through the 27th.