Bunjang, South Korea’s leading C2C secondhand marketplace platform, reaffirmed its commitment to Singapore as a strategic growth engine in its broader Asia strategy. The company is launching targeted marketing efforts for Singapore users via Global Bunjang – the platform’s global site – positioning the city-state as a critical gateway in its broader push across Asia.
Launched in July 2023, Global Bunjang is a dedicated mobile site operated by Bunjang to serve users around the world. It offers a wide range of categories, including K-pop merchandise, kidult items, branded fashion, collectibles, and more. Powered by a deep learning-based large language model (LLM) trained on extensive socio-cultural data, Global Bunjang features advanced AI technology capable of understanding and responding to natural languages—making it easy for global users to search, browse, and purchase Korean products without language barriers.
Importance of Singapore and Why Now
While Global Bunjang has previously seen Singapore-based users utilizing the platform, the company is now ramping up investment in the market through dedicated marketing initiatives and community engagement efforts, especially as K-wave continues to sweep the streets of Singapore. This includes plans to drive awareness among Singapore’s K-culture fans and value-conscious shoppers.
In a time when businesses are scaling down on investments, Global Bunjang’s strategic focus comes as Singapore has rapidly emerged as one of the company’s fastest-growing markets outside South Korea. As of June 2025, the cumulative number of users in Singapore has grown by 452% compared to January. Platform engagement continues to show strong momentum, with Singapore-based users showing a strong preference towards high-value categories such as Korean lifestyle and entertainment goods. Among users from over 50 countries accessing Global Bunjang, Singapore ranks 3rd in sales and 10th in overall active users.
Moreover, the re-commerce market in Singapore is projected to reach US$2.37 billion this year, and projected to grow 14.5% annually, driven by increasing consumer consciousness around sustainability and circular economy principles.
“Singapore represents the perfect intersection of digital savviness, sustainability values, and a deep affinity for Korean culture. Our goal is to make it easy for users in Singapore and beyond to shop directly from Korean sellers and redefine the cross-border re-commerce experience,” said Jaewha Choi, CEO of Bunjang.
Tapping into Singapore’s Love for All Things Korean
Unlike conventional secondhand platforms, Bunjang offers direct access to Korea’s dynamic and trend-driven re-commerce ecosystem. From sold-out K-pop concerts to trending Korean streetwear brands, Singapore continues to lead the region in embracing K-lifestyle trends.
Global Bunjang taps directly into this demand by offering rare and authentic goods from Korean sellers, especially items that are difficult to find through traditional e-commerce platforms. Through the English-language platform and cross-border logistics support, the global fanbase of K-culture can now tap into Korea’s dynamic secondhand ecosystem more easily than ever.
This cultural alignment has translated into strong platform engagement and organic growth in Singapore, with metrics such as a repeat purchase rate of over 50% and increasing demand for K-style re-commerce. The most popular items among Singaporean users include K-pop merchandise—such as photocards, albums, and light sticks—and Pokémon trading cards. Fashion items like T1 Esports uniforms, KBO baseball jerseys, and rare apparel and footwear are also seeing steady sales.
What’s Next for Singapore and Asia
Singapore combines deep cultural affinity, digital savviness, and demand for sustainable consumption — making it a natural fit for Bunjang’s global ambitions. Its performance to date reaffirms the market’s importance, not just in numbers, but in its role shaping what re-commerce can look like beyond Korea.
To build on this strong growth trajectory, Bunjang will also be further reinvesting into its regional offerings such as expanding partnership with local platforms, leveraging data-driven curation of globally popular items, and enhancing buyer protection across Asia. In addition to its Singapore-focused marketing efforts, Bunjang is preparing targeted go-to-market strategies in Hong Kong and Taiwan, where demand for K-culture and sustainable consumption is similarly accelerating.
These efforts are part of Bunjang’s broader commitment to laying the groundwork for long-term growth in Asia Pacific, positioning Singapore as the launchpad for scaling its cross-border re-commerce model across key markets in the region.
