Qoo10 Opens 'K-Avenue'... Accelerating K-Brand Entry into US E-Commerce

Global Platform 'Wishplus'
Launches Exclusive Sales Channel for Korean Brands

Qoo10 recently announced on the 28th that it has launched K-Avenue, a sales channel for Korean brand products, on its newly launched global commerce platform, Wish+.

K-Avenue is designed as an optimized space for Korean brands and manufacturers to target consumers in Western countries such as the United States. Wish was ranked as the most downloaded shopping app worldwide in 2018 and has a large local customer base centered in North America and Europe. In particular, for sellers, Wish offers the advantage of handling complex processes that are obstacles to overseas sales?such as product page translation, customs clearance, local logistics operations, and marketing?entirely within the Qoo10 platform in Korean, without the need for separate agencies.

Qoo10 expects rapid recognition of K-Avenue locally, as the core users of the existing Wish platform are middle-class Americans in their 20s to 40s who have a high affinity for Korean products. Additionally, with nearly 25 million Asian consumers in the United States who demand a variety of high-quality Asian products beyond Chinese-made goods, Qoo10 plans to concretely target this demographic as well.

K-Avenue initially features products centered around themes with high local interest such as ‘K-Food,’ ‘K-Beauty,’ and ‘K-Style.’ In particular, interest from K-Food companies is emerging most rapidly. Qoo10 is negotiating store entry with local subsidiaries and distributors of domestic companies such as CJ, Daesang, and Haitai, and is also collaborating with local governments that wish to sell specialty products overseas. Qoo10 plans to quickly secure a variety of K-brand products and continue strategic marketing cooperation.

Mi-Young Cho, Head of Qoo10’s North America Business, said, “Based on K-Culture, which is emerging as one of the mainstream cultures from subculture, the favorable perception of Korean products with a young and healthy image such as K-Beauty and K-Food is steadily increasing in the United States.” She added, “Through Wish+, which will be completed with a large customer base in North America and Europe, and the strategic channel K-Avenue, we will create more successful cases of Korean manufacturers entering the U.S. market.”