Why China's Taobao is targeting Korean shoppers

From Chiikawa merchandise to C-beauty and fashion

Young Koreans are turning to Chinese platform Taobao

Campaign features actor from 'In Search of Jade'

A limited-edition popcorn bucket released by CGV to mark the opening of the Japanese animated film "Chiikawa the Movie: The Secret of Mermaid Island." The first and second batches sold out immediately, prompting a third production run. [CGV Instagram]

"If you can't find authentic Chiikawa merchandise no matter how hard you look in Korea, just order it directly from China's Taobao."

As the Japanese animated character Chiikawa sweeps South Korea in a wave of popularity, one unexpected platform is drawing attention alongside it: Taobao, China's domestic e-commerce platform. Word has spread that the site offers a relatively easy way to get hold of Chiikawa merchandise that is hard to find locally, and Taobao is now moving to court young Korean consumers with dedicated marketing.

Taobao Tmall World is set to kick off pre-sale discount events Thursday night ahead of China's biggest shopping festival, the Nov. 11 Singles' Day sale, according to industry sources. The platform has also launched an 11.11 shopping campaign featuring Jang Ryung-hyuk, an actor from the drama series "In Search of Jade," which gained a following in Korea through Netflix, as its ambassador. During the campaign period, Jang is scheduled to appear in a live in-app broadcast and interact in real time with fans across 11 countries, including South Korea.

This marks the first time Taobao has mounted a large-scale marketing push in Korea. Taobao is an ultra-low-cost e-commerce platform under China's Alibaba Group. Unlike AliExpress — another Alibaba platform that serves as a cross-border shopping service — Taobao is designed for China's domestic market. That distinction explains why the company made little marketing effort even after establishing a Korean legal entity, Taobao Tmall Korea Co., in 2024. The platform still does not offer Korean-language service.

Industry observers are taking note of why Taobao, long favored by a niche group of value-conscious shoppers, has now turned to global marketing that includes Korea. The move comes as direct purchases through Taobao have grown more active among young consumers interested in character merchandise, beauty products and fashion, broadening the platform's user base.

The main page of the Taobao online shopping platform [Taobao]

Among Koreans in their 20s and 30s, ordering Chiikawa merchandise directly from Taobao has become a growing trend. Chiikawa is a character that exploded in popularity following the Sept. 30 release of "Chiikawa the Movie: The Secret of Mermaid Island." While merchandise is available through pop-up stores and official shops in Korea, supply has failed to keep up with demand. A limited-edition popcorn bucket released by CGV to mark the film's opening sold out so quickly that the cinema chain is now preparing a third production run.

On SNS, users have taken to calling Taobao's official Chiikawa store the "Jungchima" — shorthand for "Chinese Chiikawa market" — and posts explaining how to order from it are spreading rapidly. Shoppers are actively sharing tips on entering delivery addresses, telling authentic products from fakes, and weighing the pros and cons of different payment methods. More than 50 related posts appeared on Naver Blog in a single day.

A growing appetite among young Koreans for travel to Chinese cities such as Shanghai and Chongqing, along with a fading resistance to C-beauty and fashion, is also drawing users to Taobao. Tips circulating on YouTube and Instagram suggest ordering from Taobao before a trip to China and picking up the package at the local accommodation.

Meanwhile, the overall volume of direct purchases from China has slowed recently due to the high exchange rate. Online direct purchases from China totaled 1.38 trillion won ($1.03 billion) in the second quarter, down 5.7 percent from the same period a year earlier, according to the Ministry of Statistics. Certain categories continued to grow, however — books rose 39.2 percent, food and beverages 21.0 percent, children's and infant products 16.2 percent, and lifestyle and automotive goods 3.1 percent.

Taobao Tmall World's 11.11 shopping campaign featuring actor Jang Ryung-hyuk from "In Search of Jade" [Taobao]

spa@heraldcorp.com