TikTok said on the 17th that it will introduce a "Korea-SEA cross-border" solution that allows entry into Southeast Asia TikTok Shop using only Korean corporate information without establishing a local entity.
Countries eligible for entry with this solution are Thailand, Singapore, Vietnam, the Philippines, and Malaysia. Without complex procedures such as establishing a local entity and opening a bank account, Southeast Asia TikTok Shops can be opened with just a Korean business registration certificate, Korean passport, domestic address, and virtual account. Even without local infrastructure such as logistics partners, companies can easily enter the Southeast Asian market and expand sales.
Starting on the 14th, TikTok officially began the phased onboarding of Korean businesses to Southeast Asia TikTok Shop and will also offer advertising benefits and launch support programs to brands that complete onboarding within 30 days.
TikTok Shop is drawing attention as "one-stop commerce" that enables everything from product discovery to purchase within the TikTok platform. It provides a content-based purchase journey rather than relying on ads and is seen as creating a new trend in global e-commerce. In fact, the number of brands joining TikTok Shop posted a year-over-year growth rate of about 60% in 2024, showing solid growth.
TikTok Shop has grown particularly fast in Southeast Asia. The company said 75% of TikTok users in Southeast Asia have made purchases on TikTok Shop, and exports of Korean consumer goods to Southeast Asia grew at an average annual rate of 16% from 2020 to 2024.
Mati Lin, general manager of global business solutions at TikTok Korea, said, "Following the 'Korea-US cross-border' solution launched in May to help enter the U.S. market, we are pleased to expand support to the Southeast Asian market, where demand for K-brands is exploding," adding, "TikTok will spare no effort to be a key link that helps domestic brands advance into broader global markets."