Malltail Sees 24% Increase in Direct Purchases from Japan Last Year: "Differentiated Services and Product Diversification Drive Growth"

ConnectWave, a company specializing in e-commerce, announced on January 22 that its overseas subsidiary Malltail recorded a 24% year-on-year increase in direct purchases from Japan in 2025, driven by differentiated services and diversification of product categories.

Malltail analyzed that the surge in Japanese travelers last year, due to the weak yen and a preference for nearby destinations, led to increased demand from consumers wishing to repurchase food and products they experienced during their trips to Japan after returning home.

In fact, in the first half of last year, the number of direct purchases from Japan via Malltail rose by 14% compared to the same period the previous year. However, in the second half, when overseas travel peaked due to the summer vacation and Chuseok holidays, the figure soared by 33%. The most notable purchases included regional alcoholic beverages such as sake and soju, as well as snacks, sauces, and food products.

Malltail's growth was largely attributed to its support for local specialty product distribution through collaborations with Japanese manufacturers and brands, as well as the operation of its own logistics centers in Japan, which enabled the company to provide differentiated services.

Currently, Malltail has been selected for two consecutive years as the operator of the "Japan Mall" project run by the Japan External Trade Organization, providing Japanese specialty products to Korean consumers at reasonable prices. Last year, through a special Japan Mall event, Malltail introduced more than 160 types of popular Japanese alcoholic beverages, foods, and lifestyle goods.

In particular, as more travelers are visiting smaller regional cities in addition to major cities like Tokyo and Osaka, the number of Malltail users is expected to continue growing, as the company supports the entire process from purchasing and shipping local alcoholic beverages and specialty products to delivery agency services.

Additionally, leveraging its own logistics centers, Malltail provides services such as verifying order information and product model matches, offering various product and shipping fee discount events, and supporting expedited customs clearance. For alcoholic beverages, prices are displayed inclusive of taxes and shipping fees, further enhancing shopping convenience.

A Malltail representative stated, "With the weak yen and the increase in travel to Japan, more consumers are repurchasing local products through direct overseas purchases after experiencing them firsthand. We will continue to introduce unique foods and products from various regions of Japan to Korean consumers by providing differentiated services and discovering local specialties."