South Korea’s Bunjang targets Singapore as launchpad for Asia expansion

User growth in Singapore has jumped 452% from January to June 2025.

South Korea’s Bunjang is ramping up efforts in Singapore as part of its Asia growth strategy.

The company is launching targeted marketing campaigns for Singaporean users through Global Bunjang, its global site, positioning the country as a key entry point into the region.

Global Bunjang, launched in July 2023, is a mobile site offering global access to Korean secondhand goods—from K-pop merchandise to fashion and collectibles. It uses an AI-powered language model to support natural language search and browsing, removing language barriers for international users.

User growth in Singapore has jumped 452% from January to June 2025, making it one of Bunjang’s fastest-growing markets outside South Korea.

Singapore ranks 3rd in global sales and 10th in active users amongst over 50 countries on the platform.

The company is now investing in local marketing and community engagement to drive further growth, targeting K-culture fans and value-conscious shoppers.

Singapore’s secondhand market is projected to hit $2.37b this year, growing at 14.5% annually, fueled by demand for sustainable consumption.

Singaporean users on Global Bunjang are buying high-value items like K-pop albums, photocards, Pokémon trading cards, and Korean fashion—showing strong interest in Korea’s trend-driven re-commerce scene. Repeat purchase rates exceed 50%.

Bunjang plans to expand further in Hong Kong and Taiwan, alongside its push in Singapore. The company is also strengthening local partnerships, improving product curation, and adding buyer protections across Asia.