GOONGBE Enters Indonesia’s Premium Supermarket ‘Kem Chicks’

GOONGBE, a specialized skincare brand for sensitive skin, announced on the 5th that it has expanded its presence in Southeast Asia by entering both online and offline channels in Indonesia.
In October, GOONGBE officially launched in Indonesia’s premium supermarket Kem Chicks, as well as on the country’s largest e-commerce platforms, Shopee and Tokopedia.
Kem Chicks is a leading premium supermarket in Indonesia, catering primarily to high-income and expatriate consumers, and currently operates only three locations nationwide. GOONGBE is now available in two stores in Jakarta, offering a total of 13 flagship products, including seven baby care items and six kids’ products.
By joining Indonesia’s largest e-commerce channels, Shopee and Tokopedia, GOONGBE has broadened its reach to local consumers. Indonesia holds the largest share of the Southeast Asian e-commerce market, making this channel entry a significant stepping stone for increasing brand awareness and market share in the region.
Prior to this official launch, GOONGBE completed all registration procedures with Indonesia’s National Agency of Drug and Food Control (BPOM) and the Ministry of Health of the Republic of Indonesia (Kemenkes). In particular, Kemenkes registration involves an additional safety verification process required for infant skincare products. Passing certifications from both agencies officially proves the safety and legality of GOONGBE’s products, further enhancing the brand’s credibility.
GOONGBE has already established itself as a trusted K-premium baby skincare brand by acquiring certifications from major global regulatory agencies, including the U.S. Food and Drug Administration Over-the-Counter (OTC) Certification, Cosmetic Products Notification Portal (CPNP), Submit Cosmetic Product Notification (SCPN), and National Medical Products Administration (NMPA) in China.
Currently, GOONGBE is expanding into various Southeast Asian countries such as the Philippines, Malaysia, and Thailand. Building on its brand story rooted in the skincare traditions of the Joseon royal court, GOONGBE is growing as a premium infant skincare brand that embodies Korean heritage.
A GOONGBE representative stated, “With our entry into major online channels, we plan to gradually expand our offline distribution locally. We aim to lead the global K-baby skincare market with differentiated product quality based on safety and locally tailored marketing strategies.”

wonder@fnnews.com Jung Sang-hee Reporter