South Korean retailers are ramping up their overseas push as the domestic market becomes increasingly saturated. Lotte Home Shopping on Tuesday announced plans to accelerate a dual-track global distribution strategy that supports exports of domestic brands while bringing promising international brands into Korea.

As part of the initiative, Lotte bolstered its overseas business division and expanded efforts to acquire and distribute foreign fashion labels, which is already delivering results. Gravity, a functional hair loss shampoo exported by Lotte Home Shopping, sold out on May 22nd, 2025, on Taiwan’s top home shopping channel Momo Shopping. Items from Korean fashion brand BY BRIDGIT’s linen apparel line also sold out on Japan’s largest home shopping platform, Shop Channel, on June 8th.

Lotte aims to expand exports of Korean small and medium-sized brands beyond Asia into Europe and the Middle East in the second half of 2025.

Fresh food delivery service Kurly is also advancing its international ambitions and is currently recruiting 100 “USA ambassadors” via social media ahead of the July launch of its U.S.-focused online mall, Kurly USA.

Used goods platform Daangn Market is expanding its global service “Karrot” in Japan beyond Tokyo into the Chiba and Saitama regions. The company appointed Chief Strategy Officer Kim Jae-hyun as the head of its Japan office to lead local growth initiatives.

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