Bungaejangter Spreads K-Recommerce Innovation in Poland – A Gateway to Eastern Europe

Bunjang Garners Attention from Polish Government as a Successful K-recommerce Model Anticipation for Securing a Foothold for European Expansion and Expanding Korea-EU ICT Startup Partnerships Bunjang, an innovative Korean startup, successfully debuted on the European stage at the official invitation of the Polish government. On the 21st, Bunjang showcased its successful 'K-recommerce' model and core technological capabilities at the '2024/25 Korea-Poland Knowledge Sharing Program (KSP) Final Report and High-Level Policy Dialogue' held in Warsaw, Poland. The event, hosted by the Polish Ministry of Economic Development and Technology, saw high-ranking government officials, including Deputy Minister Michał Jaros, as well as major stakeholders such as Allegro, Eastern Europe's largest e-commerce company, and local ICT business associations, attend in large numbers, expressing strong interest in the Korean recommerce model. Deputy Minister Jaros stated, "Korea's digital transformation policies are a useful benchmark," and expressed expectations for expanded follow-up cooperation between companies from both countries. Yeom Seung-hoon, Bunjang's Global PR Manager, emphasized Bunjang's differentiated technological competitiveness during his presentation. He stated that by introducing AI-based real-time fraud monitoring and an escrow-based secure payment system, they achieved an 80% reduction in fraud rates and a twofold increase in transaction volume. He particularly demonstrated their technological prowess by introducing the AI-powered scientific authenticity verification APT solution based on artificial neural networks, and AI multilingual search and translation features for global K-content transactions. Furthermore, he mentioned that 76% of their total users belong to the MZ generation, emphasizing that mobile and data-based authentication and payment are key to enhancing trust in the recommerce market. Marianna Sidoroff, Director of Poland's Digital Economy Department, emphasized the importance of Poland's SME ecosystem, which accounts for 45.3% of its GDP, and evaluated that Korean companies' digital transformation cases provide significant insights for Polish policy-making. She further anticipated that cooperation opportunities would expand between Korean recommerce companies like Bunjang and relevant Polish enterprises. This presentation is part of the KSP project promoted by the Ministry of Economy and Finance, and marks the first bilateral cooperation project to share Korea's economic development experience and contribute to the establishment of Poland's mid-to-long-term digital transformation policies for SMEs. Previously, a Polish government delegation visited Korea in May to experience Korea's digital transformation know-how firsthand by visiting major domestic ICT innovation companies, including Bunjang. Professor Yoon Hye-sun of Hanyang University (KSP research team) evaluated that this project substantially contributed to setting the policy direction for the Polish government's 'Digital Strategy 2035', and would further serve as a significant catalyst for expanding Korea-EU ICT startup cooperation. Through this, Bunjang has secured a foothold for its European expansion, and laid the groundwork for the spread of ICT startup partnerships between Korea and Europe.