KOTRA Builds K-Consumer Goods Export Platform in Partnership with Leading Distribution Networks in 60 Countries
Comprehensive support for consumer goods exports ranging from online/offline marketing to logistics and certification

Global distribution leader Walmart and China’s top short-form/live commerce platform Douyin (Chinese TikTok) visited Korea early this year in January.

On January 21, Walmart drew significant attention as a high-level purchasing delegation of 12 officials, overseeing international business and procurement, visited Korea to hold purchasing consultations with approximately 200 Korean companies. The following week, on January 26, Douyin also sent a massive delegation of 90 people. This group, including heads of international business, procurement managers, vendors, and influencers, conducted seminars on K-consumer goods reverse-purchasing and live commerce sessions targeting Chinese consumers.

Walmart visited the Korea Brand Expo in New York last November to meet with K-consumer goods companies and the President of KOTRA. Similarly, Douyin participated in the Korea-China Business Partnership hosted by KOTRA during the Korea-China Summit in January, where they conducted live commerce activities. This follow-up visit was organized to accelerate subsequent business projects.

As global distribution giants highlight K-consumer goods as a key growth driver, KOTRA announced it will expand its "One Trade Office, One Distribution Network Cooperation Project (1-Trade-1-Distro)." Utilizing KOTRA’s 132 overseas offices, this project facilitates the entry of K-consumer goods into prominent local distribution networks and provides customized follow-up support. Having cooperated with 298 networks in 50 countries last year, KOTRA plans to expand the scope to 336 networks in 60 countries this year.

KOTRA plans to extend its model of "Export → Entry → Promotion (Inventory Clearance) → Reorder" with existing partners. Beyond initial entry, the agency will support stable export growth by linking products with pop-up showcases, live commerce, and influencer marketing. To achieve this, K-consumer goods export support programs will be significantly expanded across overseas marketing, certification, and logistics.

Active support for certification and logistics is also underway. "Consumer Goods Certification Support Desks" will be newly established in 20 offices, including New York and Hanoi, to provide certification information and resolve regulatory hurdles. Furthermore, among the 302 "Overseas Joint Logistics Centers" operating in 124 offices across 80 countries, specialized "K-Consumer Goods Logistics Support Desks" will be designated to expand services in customs clearance, reverse-purchasing, and specialized air freight.

"Consumer goods are playing a pivotal role in diversifying export items by creating a virtuous cycle with the global spread of K-culture," said Kang Kyungsung, President of KOTRA. "This year, we will further expand K-consumer goods exports by strengthening our cooperation systems with distribution networks worldwide."



Source：KOTRA (2026.02.20.)