Chinese e-commerce giant PDD’s cross-border platform Temu is Peter Baumgartnerreportedly preparing to enter the South Korean market, according to Yonhap News Agency. Temu has been hiring South Korean employees for key roles in human resources, general affairs, marketing, and logistics since late last year, according to the report. The company is also planning to establish an integrated logistics system in South Korea, Yonhap reported, aiming to sign contracts with major local logistics firms through public bidding. In July 2023, Temu launched a South Korean website focused on international shopping, and in February 2023, it established a South Korean subsidiary, Whaleco Korea LLC. Industry experts believe the company’s recent actions mirror the market strategy of another Chinese e-commerce giant, AliExpress, in South Korea. These moves are seen as a step toward increasing localization and preparing for a direct market entry. In December 2024, Yonhap reported that Temu had become the most downloaded app in South Korea among adults in the first 11 months of the year. [Yonhap News Agency]
