Bungaejangter CEO Choi Jae-hwa Reveals Key to Global Success

K-pop Fandom Beyond, Into the World… Bunjang Leads Global Recommerce Innovation Recommerce tech platform Bunjang has unveiled its unique global expansion strategy, which originated from the passion of K-pop fans, signaling a new wave in the global recommerce market. At the recent 'COMEUP 2025' held at COEX in Seoul, Bunjang CEO Choi Jae-hwa emphasized the company's global journey as a problem-solver extending beyond mere 'scale-up,' drawing significant attention from participants. In his lecture, CEO Choi Jae-hwa recounted the success story of 'Bunjang Global,' stressing that global expansion was not merely about exporting South Korea's business model, but rather a process of deeply understanding and creatively solving the unique problems inherent in new markets. The starting point for this bold challenge was the fervent fandom of K-pop fans worldwide. Bunjang noted the reality where international fans, despite wanting to purchase various K-pop goods traded domestically, especially rare photocards, lacked suitable payment methods or reliable platforms, forcing them to rely on cumbersome and risky indirect transactions via social media. This was not just a mere inconvenience, but a barrier hindering the pure passion of fans. To directly tackle these problems, Bunjang launched 'Bunjang Global,' an innovative service exclusively for international users. It is equipped with numerous features optimized for K-pop fandom, such as breaking down language barriers with real-time translation, easily grasping complex merchandise information through K-Wiki, and providing personalized transaction experiences with photocard templates. Furthermore, through strategic collaboration with Japan's largest recommerce platform, 'Mercari,' Bunjang established a mutual product exposure system between the two countries, expanding the horizons of cross-border transactions. This contributes to creating a new ecosystem where global fans can safely and conveniently experience K-culture, going beyond simply buying and selling goods. Bunjang's efforts are leading to remarkable achievements. Currently, it is actively serving users in approximately 200 countries worldwide, establishing itself as a truly global platform. Of its total 12 million monthly active users (MAU), approximately 2.8 million are international users, demonstrating how quickly Bunjang Global has captured the hearts of fans worldwide. This figure goes beyond a mere number, clearly showcasing the strong purchasing power of cross-border K-culture fandom and Bunjang's global competitiveness. CEO Choi Jae-hwa emphasized, "In the global market, insight into accurately identifying and solving unique local problems is far more crucial than fluent language proficiency." He further raised expectations for Bunjang's future by expressing the grand ambition to soar as a 'Global Top 5 Recommerce Tech Platform' based on Bunjang's accumulated unique know-how in the domestic market and strong global partnerships. It remains to be seen whether a small change, which began from the inconveniences faced by K-pop fans, will become a massive wave that reshapes the global recommerce market.