Cho Hyun-min (Emily Lee Cho), president of Hanjin, said on the 9th, "When the competitiveness of K-brands, the influence of influencers, and Hanjin's logistics are consolidated into one, we can usher in a new era of commerce."
President Cho Hyun-min held "UNBOXING DAY 2025" at Dragon City in Yongsan, Seoul, on the afternoon of the same day and proclaimed a new vision, "Next Commerce," and stated accordingly.
In a keynote presentation that day, President Cho cited Buldak spicy ramyeon and Alo Yoga as examples, saying, "Right now, we live in an era where content moves the world and reshapes the flow of commerce. We are witnessing moments when a single short-form and social media content shake the global market."
She added, "Consumers trust the experiences and recommendations conveyed by influencers they like more than the messages delivered directly by brands."
President Cho explained that the reason Korea's brands are gaining worldwide popularity lies in stories and the power of content that go beyond quality competitiveness.
She said, "Influencers based on K-content have become a key driving force in setting trends and leading brand growth, and their influence is expanding to the global market," adding, "The selected brand experience must be perfectly completed with logistics networks and capabilities up to the very moment the consumer unboxes it."
Hanjin's "Next Commerce" refers to a new commerce network in which brands, influencers, and logistics are consolidated into one. President Cho said, "Brands with competitive products, influencers with compelling content, and Hanjin with a capable global logistics infrastructure complete this journey."
President Cho introduced "K-beauty tech," namely beauty devices, which have recently drawn attention in the global beauty market.
Mentioning APR Co.'s "Medicube," she said, "The secret to Medicube's success lies not simply in product performance, but in a strategy where the brand, influencers, and consumer experience are consolidated into one," adding, "After building a trust-based brand image through domestic influencers, it expanded that experience through global influencer marketing." Medicube's devices have surpassed 5 million units in cumulative global sales, and more than half of total revenue is being achieved in overseas markets.
President Cho emphasized that brands can expand globally through Hanjin's influencer-tailored logistics solution, "OneStar."
She said, "OneStar is not a simple service, but Hanjin's global commerce strategy platform that completes, through logistics, the journey by which a brand's story and content expand to the world," adding, "As a logistics partner with a global network, Hanjin will support brands and influencers so they can be consolidated smoothly."
She added, "Based on an integrated logistics service, in which logistics, content, and sales strategy are unified into one (Integrated Logistics Solution), we will work together so that brands can enter the global market more accurately and efficiently."
Hanjin expanded its GDC (global distribution center) from the Americas to Europe, with the Incheon Airport global complex logistics center as a hub. This year, it expanded its network to major overseas countries such as the Netherlands, Italy, Spain, the United Kingdom, and Malaysia.
President Cho said, "Hanjin has strengthened its end-to-end service (a method of integrally managing and operating the entire process from start to finish) that consolidates domestic and overseas hubs and local delivery networks into one," adding, "Through Hanjin's digital platforms such as 'Hoot Town,' 'Slow Recipe,' and 'SWOOP,' we are consolidating brands and influencers to build a new commerce hub."
Meanwhile, about 370 people, including client companies, logistics partners, and industry officials, attended this year's "Unboxing Day" by Hanjin. The event is Hanjin's signature customer engagement event that began in 2023.