Lazada Group, Singapore-based e-commerce platform operator that runs shopping malls across six nations in Southeast Asia, will beef up Korean section to response to growing popularity of Korean beauty and consumer products in the region.

Because of Hallyu, the Korean Wave referring to popularity of Korean pop culture, there is high interest and demand for Korean brands and culture, said Will Ross, CEO of Lazada Crossborder in a press conference on Tuesday in Seoul.

Lazada, No. 1 shopping site in Southeast Asia which is 83 percent owned by China’s Alibaba Group, will expand strategic partnership with Korean entertainment companies and support Korean merchants in their reach to consumers in the region, he said.

In Korea, Lazada already has business alliance with Genieworks, an online to offline service provider, Studio Dragon, a drama production unit of CJ E&M, and artist agency Humap Contents.

The shopping site that opened in 2012 displays over 3,000 brands run by 135,000 merchants.

By Lee Yoo-jin and Lee Ha-yeon

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]