Jeonnam-Gwangju has successfully expanded the international presence of its agricultural and fisheries products through a TikTok Shop promotional campaign, generating sales of approximately €97,000 during May and June while further strengthening the region’s competitiveness in the European market.
TikTok Shop, one of the world’s fastest-growing social commerce platforms, enables consumers to purchase products directly while watching short-form videos or live shopping broadcasts. As social commerce continues to reshape global e-commerce, the platform has become an increasingly important sales channel for brands seeking to engage younger and digitally connected consumers.
The Jeonnam-Gwangju Europe Office managed the overall project, including product selection, campaign coordination, and collaboration with local content creators.
During the campaign, 79 products from Jeonnam-Gwangju were introduced to European consumers, including roasted seaweed, seaweed crisps, matcha products, squid snacks, yuzu tea, tofu snacks, konjac jelly, and other regional specialties.
Sales were driven primarily through short-form videos and livestream shopping sessions created by local European influencers. These creators showcased the products, introduced their unique characteristics, and interacted with viewers in real time, allowing consumers to discover and purchase products directly through TikTok Shop.
Beyond its commercial success, the project also played an important role in increasing international awareness of Jeonnam-Gwangju’s agricultural and fisheries products while reaching new consumer groups across Europe. At the same time, the campaign provided valuable real-time insights into consumer preferences, helping to evaluate both the market potential and competitiveness of regional products.
Lee Min-cheol, CEO of Momogo, the Europe Office’s local business partner, commented:
“One of the greatest achievements of this project was the ability to observe European consumers’ reactions to Korean food products in real time through short-form content. We look forward to expanding our collaboration with local creators so that even more regional products can naturally reach European consumers.”
The campaign also reflects a broader shift in global e-commerce. Consumers are increasingly discovering products through short-form video content and livestream shopping rather than traditional search-based online shopping. As a result, digital marketing and creator partnerships have become key drivers of export competitiveness in international markets.
Building on the success of this initiative, Jeonnam-Gwangju plans to further diversify its international online sales channels beyond Amazon and overseas permanent sales platforms by expanding its presence on TikTok Shop and other emerging global marketplaces. The region will continue strengthening collaborations with local creators and investing in livestream commerce to support the international growth of Jeonnam-Gwangju’s agricultural and fisheries products.
Shin Hyun-gon, Director of International Cooperation for Jeonnam-Gwangju, stated:
“Global e-commerce is rapidly evolving from search-based shopping to product discovery through video content. By actively utilizing global platforms such as TikTok Shop, we will continue expanding overseas sales opportunities for Jeonnam-Gwangju’s agricultural and fisheries products while strengthening the export competitiveness of our local businesses.”