Global K-commerce company Gomi Corporation (CEO Sang-gon Lee) announced on the 23rd that it is pursuing the establishment of a joint venture in Cambodia with Exia Partners (CEO Seong-woo Yang).
The establishment of this corporation is part of the company's expansion of its distribution network in Southeast Asia, following Vietnam, and is intended to establish Cambodia as a strategic base for K-brand distribution.
Since establishing its Vietnamese subsidiary in 2019, Gomi Corporation has been distributing various Korean brands in Southeast Asian markets, and its entry into Cambodia is an extension of that expansion strategy.
The name of the corporation to be established is Gomi & Brother Cambodia, and it plans to develop online and offline distribution business for K-beauty, K-food, and K-lifestyle brands through collaboration with Exia Partners, which is well-versed in the local Cambodian market.
The strategy is to increase brand stability by establishing a direct distribution structure based on local corporations, rather than a simple export brokerage method.
The joint venture will build an online commerce platform and offline distribution network centered around Phnom Penh, the capital of Cambodia, and will utilize Gomi Mall, Gomi Corporation's own marketplace operated in Vietnam, along with major local e-commerce platforms and offline retail channels.
The plan is to directly supply Korean brand products, including K-beauty skincare, health functional foods, and household goods, to local consumers and to pursue customized localization strategies for each brand.
Gomi Corporation's Vietnamese subsidiary already has a stable revenue structure. It currently boasts over 300,000 paying customers on its official Shopee website and operates a network of approximately 1,000 offline stores across Vietnam.
The company plans to apply the local distribution operation know-how and brand launching experience it has accumulated in Vietnam to Cambodia, strengthening its position as a K-brand distribution hub in Southeast Asia. The company's success in the Vietnamese market is expected to serve as a strong foundation for achieving similar results in Cambodia.
Cambodia is a young consumer market with a population of approximately 17 million, and with the recent spread of Korean Wave content, demand for K-beauty and K-food is rapidly increasing.
In particular, with the expansion of the middle class and the growth of online shopping infrastructure, especially in the capital city of Phnom Penh, opportunities for premium K-brands to enter the market are expanding.
This market environment offers favorable conditions for Gomi Corporation's business expansion. A Gomi Corporation representative stated, "Now that our Vietnamese subsidiary has secured a stable revenue structure, we plan to use Cambodia as a second base and actively pursue our Southeast Asian market expansion. Beginning with the establishment of our Cambodian subsidiary, we will gradually expand our local distribution network for K-brands throughout Southeast Asia."
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