Bunjang, a leading Korean secondhand marketplace, announced Wednesday that it has been selected for the Ministry of SMEs and Startups' "2026 K-Brand Export Platform Development Program."
The K-Brand Export Platform Development Program is a government initiative designed to identify promising small and medium-sized platforms with overseas sales capabilities and support their global scale-up. Bunjang said it was recognized as an export platform after receiving high marks across all evaluation criteria, including platform competitiveness, operational infrastructure, and future growth potential.
Through this selection, Bunjang plans to significantly strengthen localized marketing for its global services with government support. Key initiatives include optimizing UI/UX for core target markets such as North America, Japan, and China; enhancing AI-based personalized recommendation systems and search functions; and expanding brand awareness through global social media and influencer collaborations. Additionally, Bunjang will actively support indirect exports for domestic small and medium-sized sellers by leveraging its escrow-based secure payment system and systematic logistics infrastructure.
"This selection is a significant achievement that officially recognizes Bunjang's secure payment technology accumulated over many years and its global growth potential based on K-content," a Bunjang official said. "We will evolve beyond a secondhand marketplace into a global recommerce standard where fandoms worldwide can connect, while faithfully serving as a bridge for domestic SME brands and sellers to grow together in overseas markets."
Bunjang launched its global service "Bunjang Global" in July 2023, establishing an environment where users from 238 countries can purchase quality secondhand goods from Korea. The platform holds an overwhelming inventory in lifestyle product categories reflecting Korea's unique fandom culture, including K-pop merchandise, kidult items, and fashion.