Starts in US, Hong Kong, Singapore; to expand by year-end

Beauty, wellness, fashion and K-pop anchor content strategy

Partnerships with offline retailers in France and US also underway

CJ OnStyle Global Mall [Provided by CJ OnStyle]
CJ OnStyle Global Mall [Provided by CJ OnStyle]

CJ OnStyle announced Thursday it has officially launched a global online mall introducing K-lifestyle products, marking its full entry into the global content commerce business. The company's strategy is to target overseas consumers with a strong interest in the latest Korean trends by leveraging its differentiated content capabilities.

The global mall offers Korean products and lifestyle content across categories including beauty, wellness, fashion, K-pop and a celebrity shop. The service launched first in the United States, Hong Kong and Singapore, with plans to expand to France, Japan and Taiwan before the end of the year.

The platform is designed to guide shoppers from discovery to purchase through celebrity and creator content — a core strength of CJ OnStyle. Rather than simple product searches or price comparisons, it offers a shopping experience built around following the tastes and lifestyles of featured personalities.

The flagship space for celebrity-curated content is CELEBSHOP. CJ OnStyle opened its first CELEBSHOP with a dedicated section for actor Ha Ji-won, who has a strong following in Chinese-speaking markets, and is featuring her beauty brand POUCH24. The company also plans to pursue content collaborations with K-pop artists before the end of the year.

Early sales results have been encouraging. Top sellers include face care devices in the beauty category, Boston mini bags and accessories in fashion, and organic matcha in wellness. The company said the global mall is demonstrating its potential as a channel for introducing a wide range of Korean lifestyle products to international audiences.

CJ OnStyle set up a dedicated global business unit last year to prepare for its overseas expansion. Building on the launch of the global mall, the company plans to scale up its international operations by applying the content commerce expertise it has developed domestically.

The company is also pursuing partnerships with offline retailers abroad. In France, it operates a K-lifestyle shop-in-shop at E.Leclerc, a major retail chain with more than 1,000 stores. In the United States, it has partnered with K-Beauty Outlet, a specialty cosmetics retailer, to run stores focused on the East Coast, including locations in Broadway, SoHo and New Jersey. In Vietnam, it plans to expand sales through Shopee Live while also entering Beauty Box, an offline beauty select shop.

To strengthen its creator capabilities — a key pillar of content commerce — CJ OnStyle will participate in the Creator Commerce Festival Korea (CCFK), held at COEX in Seoul from Oct. 22 to 24. The company will set up a global zone and collaborate with creators from various countries living in Korea to produce content and broaden its reach.

"The trend of discovering and purchasing products through video content is spreading rapidly in global markets as well," a CJ OnStyle official said. "We plan to make it easier and more familiar for overseas customers to experience K-lifestyle through a variety of content on the global mall."


korean@heraldcorp.com