MimiBox Enters Southeast Asian E-commerce 'Lazada'... Brand Stores Opened in 6 Countries

Southeast Asian Markets with Young Populations... High Interest in K-Beauty
Utilizing Various Marketing and Promotions... "Will Raise Awareness"

[Asia Economy Reporter Kim Bo-kyung] The leading Southeast Asian e-commerce platform 'Lazada' has officially welcomed the beauty subscription platform brand Memebox.

According to industry sources on the 18th, Memebox will open exclusive brand stores in six countries including Lazada Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Thailand.

Memebox plans to collectively list beauty products from its own brands such as I’M MEME, PONY EFFECT, KAJA, I DEW CARE, and NOONI.

Memebox introduced Korea’s first beauty subscription box service in 2012. It is now challenging the global market through collaboration with the world’s largest cosmetics retailer Sephora.

The Southeast Asian market has a young population with an average age of 31.2 years and has shown explosive growth in mobile e-commerce usage over the past two years. It is a region with consumers highly interested in K-beauty, as Hallyu content such as K-pop and Korean dramas continues to be popular.

Memebox plans to focus its promotions on the Singapore and Malaysia markets. In particular, it will utilize seller support policies provided by Lazada to secure online customer visit data and increase brand awareness in the Southeast Asian market through various marketing efforts.

A Lazada representative stated, "We plan to introduce various Memebox products to Southeast Asian buyers and effectively enter the Southeast Asian market by leveraging promotions conducted within the platform. We expect good results in promoting K-beauty to more people through Lazada."

Meanwhile, Lazada, as a leading Southeast Asian e-commerce platform, has partnered with over 32,000 domestic and international brands on its 'LazMall'. About 320 Korean brands including Jeonggwanjang, SPAO, Nature Republic, Missha, and Nacific are listed. Next month, the company will celebrate its 10th anniversary with an 'EPIC 10th Birthday' sale promotion.