TikTok Unveils SEA Cross-Border Solution...K brand lowered the entry barrier to Southeast Asia.
Nov 17, 2025
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Thailand, Singapore, Vietnam, the Philippines, and Malaysia are the countries that can enter the market with this solution. You can open a Southeast Asian TikTok shop with only a Korean business license, Korean passport, domestic address, and virtual account without complicated procedures such as establishing a local corporation and opening a bank account. Even without local infrastructure such as logistics partners, it will be possible to easily enter the Southeast Asian market and expand sales.
TikTok will officially start entering TikTok shops in Southeast Asia from November 14th, and will also provide advertising benefits and launch support programs to brands that have completed their entry within the next 30 days.
TikTok shops are attracting attention as a 'one-stop commerce' that can be done all at once within the TikTok platform from product discovery to purchase. Analysts say that it is creating a new trend of global e-commerce by providing a content-based purchase journey, not centered on advertisements. In fact, the number of brands entering TikTok shops showed a clear growth, recording an annual growth rate of about 60% in 2024. Beyond simple sales channels, it has become a key partner in helping brands settle in the market by providing a comprehensive solution that encompasses branding strategies based on local consumer characteristics, local logistics links, one-stop payment systems, and local creator collaboration.
TikTok shops have been growing fast, especially in Southeast Asia. According to TikTok, three out of four Southeast Asian TikTok users (75%) have purchased at TikTok shops, and their preference for Korean products is also high due to the influence of K-culture, and exports of Korean consumer goods to Southeast Asia also grew an annual average of 16% from 2020 to 2024. This 'Korea-SEA Cross Border' solution is expected to be a bridgehead for various Korean brands to enter the rapidly growing Southeast Asian e-commerce market.
Mattie Lynn, General Manager of Global Business Solutions, TikTok Korea, said, "Following the 'Korea-US Cross Border' solution to help advance into the U.S. market in May, we are pleased to expand our support to the Southeast Asian market, where demand for K-brand is exploding.' We will spare no support to help TikTok become a key link for Korean brands to move toward a wider global market. This will contribute to the creation of a virtuous cycle structure that creates new export engines for Korean products."
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