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K-Products Enter Southeast Asia – KBS1 Docu.On Episode 4 Documentary Recap
Jul
SEOUL, South Korea — Ukiuki was featured in KBS1’s Docu.On Episode 4, a documentary exploring how Korean small and medium-sized businesses are breaking into the rapidly growing Southeast Asian e-commerce market. Here’s a summary of the episode and the key insights it covered.
About the Documentary: Docu.On Episode 4
The episode, titled “K-Product, Capture the Platform of Southeast Asia,” aired on KBS 1TV on July 17, 2020. Produced by Gibunjon Production, the documentary took two months to film across South Korea and Singapore.
- Air time: Friday 10:50 PM, KBS 1TV
- Producer: Hu-rak Lee
- Head Producer: Sung-moo Heo
- Writer: Hyun-hee Lee
The Explosive Growth of Southeast Asian E-Commerce
The global e-commerce market has been growing rapidly, accelerated further by the shift toward contactless shopping during the COVID-19 pandemic. Among all regions, Southeast Asia stands out with the highest growth rate.
At the time of filming, the Southeast Asian e-commerce market was projected to reach 185 trillion KRW (approximately $153 billion USD) by 2025. This potential has attracted global platforms competing to establish dominance in the region — and Korean brands are entering the race.
Korean Sellers Going Global
The documentary follows several Korean entrepreneurs, including Ukiuki founder Ms. Ham, who developed freeze-dried cat food and now exports to the U.S., Japan, and Southeast Asia through global online platforms. Her story illustrates a broader trend: individual sellers leveraging e-commerce to become players in global trade — all from a single office in Korea.
While Korean small businesses often struggle with brand recognition overseas, the combination of high-quality products and accessible online platforms is helping them overcome these barriers.
The Korean Wave Opens Doors
The episode also explored how the Korean Wave (Hallyu) is driving demand for Korean products across Southeast Asia. From BTS fans in Singapore to K-beauty enthusiasts across the region, cultural influence is translating into real purchasing behavior — creating a natural entry point for Korean brands.
Platform Wars: Shopee, Lazada, and Qoo10
The documentary provided an in-depth look at the major platforms competing for market share in Southeast Asia:
- Shopee — Founded in Singapore, known for mobile-first features including in-app games and live chat
- Lazada — Acquired by Alibaba in 2016, leveraging massive capital to build local logistics networks
- Qoo10 — Founded in Singapore by Young-Bae Koo, the creator of Korea’s Gmarket. With a largely Korean management team, Qoo10 serves as a bridge for Korean sellers entering the Southeast Asian market
Korean Platforms with Specialized Strategies
Beyond individual sellers, Korean entrepreneurs are also building specialized platforms targeting Southeast Asia. The documentary featured two innovative approaches:
- Ki-Ho Woo (CEO, P Distributor) — launched a platform dedicated to Korean food products
- Changmin Lee (CEO, N Food Company) — developing an influencer-driven platform focused on social media commerce
These niche strategies represent a different path from competing head-to-head with giants like Shopee and Lazada.
Government Support for Korean E-Commerce Exports
The South Korean government’s New Southern Policy has been actively supporting small and medium-sized businesses in expanding their online exports. Through the Small & Medium Business Corporation, programs include online video conferences, virtual exhibition infrastructure, and university specialization projects aimed at building e-commerce expertise.
Watch the Full Documentary
The full episode is available for replay on the KBS website and YouTube. It offers valuable insights for anyone interested in Korean e-commerce, cross-border selling, or the Southeast Asian market landscape.
For a behind-the-scenes look at Ukiuki’s experience filming this documentary, read our companion post: Ukiuki on KBS1 Docu.On – Behind the Scenes.
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