CJ ONSTYLE Expands Korean Products Globally
The retailer launched its Global Mall in Hong Kong, Singapore, and the US in the second half of 2026.
Updated on Oct. 22, 2026 in Accessories
Live Poll
Would you purchase lifestyle products based on celebrity recommendations in online content?
CJ ONSTYLE introduced its Global Mall to international markets during the second half of 2026, offering a curated selection of Korean lifestyle goods. The platform integrates video content with shopping opportunities across beauty, wellness, fashion, and K-pop categories.
Why it matters
The company aims to export its successful Korean content commerce model to a wider audience of international shoppers. By leveraging celebrity partnerships, the brand seeks to bridge the gap between digital content and retail.
The Global Mall features sections for fashion, wellness, and beauty, with currently trending items including organic matcha, facial devices, and mini Boston bags. The service follows the 2025 establishment of a dedicated global business team.
The players
CJ ONSTYLE
This is a retail platform that specializes in distributing lifestyle products through integrated video and commerce content.
Ha Ji-won
She is an actress who serves as a curator for the platform and leads the POUCH24 brand.
The details
The platform includes the CELEBSHOP section, which highlights celebrity-curated products such as the POUCH24 brand from actress Ha Ji-won. CJ ONSTYLE coordinates these offerings by building partnerships with local retailers and platform operators in international markets.
Timeline
The global business team was established in 2025.
CJ ONSTYLE launched the Global Mall in the second half of 2026.
Content collaborations with K-pop artists are planned for later in 2026.
Culture Shift
This move reflects the ongoing global expansion of the Hallyu content commerce model, capitalizing on the worldwide demand for Korean aesthetic trends. It marks a shift from passive export to active participation in global digital retail markets.
Consumers in Hong Kong, Singapore, and the US can now access curated Korean goods directly through the platform. Shoppers can expect to find celebrity-endorsed products and wellness items integrated with video content during their routine browsing.
The takeaway
Retailers are increasingly looking to merge entertainment and shopping to appeal to international consumers. Implementing a content-first strategy allows brands to monetize the influence of celebrities and pop culture artists directly through e-commerce channels.
Further reading
Discover more about the evolving market for Accessories.
Live Poll
Would you purchase lifestyle products based on celebrity recommendations in online content?
