CJ OnStyle launches global mall to target overseas markets and promote K-lifestyle

[Financial News] CJ OnStyle is setting out to tap global markets by putting content from celebrities and creators front and center.
According to CJ OnStyle on the 15th, it has officially launched a global mall showcasing K-lifestyle and is moving ahead in earnest with its global content commerce business. The mall has begun operating in the United States, Hong Kong and Singapore, and plans to expand its service area to France, Japan and Taiwan by year-end.
The global mall showcases Korean products and lifestyles across a range of categories, including beauty, wellness, fashion, K-pop and Celebshop. Its distinctive feature is that it connects content from celebrities and creators with product purchases. It features content about products they actually use, their beauty and wellness routines, and their personal tastes, allowing consumers to buy products they are interested in right away.
One of the global mall’s key offerings is “CELEBSHOP.” It has opened a dedicated section for actress Ha Ji-won as its first featured celebrity and is showcasing products from POUCH24, the beauty brand she launched. The plan is to use content featuring Ha, who is well known in Hong Kong and Singapore, to build interest in the brand and its products and introduce Korean beauty products to local consumers.
Early sales results are emerging since the global mall’s launch. Face devices are proving popular in the beauty category, while fashion accessories such as Boston mini bags are drawing interest. In wellness, organic matcha and other products that have recently attracted attention in global markets are receiving a positive response. CJ OnStyle plans to expand the range of K-lifestyle products offered through the global mall on this basis.
CJ OnStyle is also strengthening partnerships with local offline retail networks, in addition to its online business. In France, it is partnering with major retailer E.Leclerc, which has at least 1,200 stores, to operate K-lifestyle shop-in-shop outlets. In the United States, it is working with K-beauty specialty retailer K Beauty Outlet to operate stores mainly in eastern locations such as Broadway, SoHo and New Jersey, and is also pursuing further openings.
A CJ OnStyle spokesperson said, “The way consumers discover and purchase products through video content is spreading rapidly in global markets as well.” The spokesperson added, “Through a variety of content on our global mall, we plan to help customers overseas experience K-lifestyle in a more familiar and accessible way.”

[email protected] Jang Yu-ha Reporter