Hanjin unveiled a new level of commerce strategy that combines global logistics and influencer marketing for K-brands seeking to expand overseas.
Hanjin held UNBOXING DAY 2025 on Dec. 9 in the afternoon at Dragon City in Yongsan, Seoul, and declared a vision called Next Commerce that connects brand competitiveness, the influence of influencers, and Hanjin's logistics solutions into one. About 370 client companies, logistics partners, and industry officials attended the event.
Unboxing Day is Hanjin's flagship customer communication event that began in 2023, created with the idea of discovering customers' infinite possibilities and potential, like the excitement of opening a parcel box for the first time. This year, it was organized around three core values: gratitude for co-growth clients; building a business community and sharing experiences; and providing insights from industry experts.
Cho Hyun-min (Emily Lee Cho), president of Hanjin, delivered a keynote, saying, "Now is an era when content drives commerce, and commerce completes content." She then introduced the theme of this year's event, "Open Our Future to Next Commerce."
Cho Hyun-min said, "K-content and influencers are leading trends and have become key drivers of brand growth across borders," adding, "A chosen brand experience becomes complete only when it is backed by seamless logistics capabilities up to the very moment the consumer opens the box."
Cho emphasized the need for a Next Commerce ecosystem in which brands, influencers, and logistics are organically connected. Citing Medicube as a success case that achieved explosive growth through global influencer marketing, she said, "True global expansion is possible when a brand's technology, the trust built by influencers, and the experiences of local consumers come together."
As a concrete solution to realize this, Cho presented OneStar, Hanjin's logistics solution specialized for influencer commerce. She said, "Brands will make good products, influencers will spread the word with authenticity, and Hanjin will deliver that experience through its global logistics infrastructure," adding, "Based on an Integrated Logistics Solution that unifies logistics, content, and sales strategies, we will support K-brands' efficient global landing to the very end."
In his opening remarks, CEO Noh Sam-seok said, "Today, logistics goes beyond simple transportation and is a key element that delivers a brand's value and experience to consumers around the world," adding, "This is a time that calls for a comprehensive solution that, on top of fast delivery, ensures stability, predictability, and global scalability."
On this day, Hanjin held the Hanjin DeoHam Awards to commemorate mutual growth and cooperation with client companies. This year marked the third edition of the awards.
Awards were presented in five categories: Together DeoHam for long-term contract clients (JB Logistics); Coexistence DeoHam for realizing the value of co-prosperity (Harim Industry, Daesang); Thanks DeoHam for contributions to service improvement (Maeil Dairies Co., One O Seven); Growth DeoHam for achieving shipment growth together (APR Co., Doohands); and Future DeoHam for growth through small-business logistics solutions (Office Moonbanggu, The E Item, World Beseto). A total of 10 client companies were honored.
The venue also featured booths from various partners to help clients make practical inroads overseas. Participants included global payment platform Airwallex, CRM platform Salesforce, short-form content platform TikTok Korea, D2C platform Cafe24, short-form production solution Dino Studio, and live platform Prizm.
Hanjin also operated promotional booths for its own digital platforms, including OneClick, SWOOP, Slow Recipe, and Hootown. Meanwhile, Eugene Investment & Securities, KB Insurance, and Pasto participated as sponsors.