– Global “high-end” brands are entering the Korean market through crowdfunding… Captivating the MZ generation, who seek “uniqueness” and “novelty”
– Spain’s Valduero, the “first wine crowdfunding” initiative, sells out French high-end desserts… A new distribution model that conveys brand value and philosophy
Leading brands that first gained attention overseas are successfully entering the domestic market through crowdfunding platforms.
Wadizcrowdfunding platform Wadizannounced that, amid growing demand for new and unique products both domestically and internationally, "global crowdfunding"—featuring products labeled as "Korea’s first" or "limited edition"—is gaining attention as a new distribution channel.
Wadiz“Global Funding” refers to funding projects that officially introduce products to the domestic market after they have been validated overseas. It is a Wadizservice created to expand opportunities for makers in the global market, driven by the convergence of several factors: a shifting consumer market that no longer hesitates to purchase overseas brands—spanning beauty, food, tech, and fashion—supporters seeking newer and more unique products, and brands eager to reach a wider audience.
The response has been particularly enthusiastic for brands making their debut through crowdfunding. On the 4th, two signature wines from “Balduero,” a renowned Spanish premium wine producer—marking Korea’s first-ever wine crowdfunding campaign—sold out within five minutes of the launch, with the entire inventory selling out within an hour. “La Maison du Chocolat,” a premium French chocolate brand that launched exclusively in Korea in limited quantities last December, also sold out within 20 minutes.
The popularity of “high-end” brands—which are rarely found domestically—is also significant. The all-in-one Bluetooth speaker from “McIntosh,” a legendary American audio brand with a history dating back to 1949, attracted nearly 120 backers and raised approximately 200 million won, despite its price tag of nearly 2 million won. The holiday limited-edition package from Chopard, the jewelry brand that is an official sponsor of the Cannes Film Festival, featured the top-tier “Rose Caroline” line—of which only five pieces were available in Korea—and sold out within just 10 minutes of the campaign launch.
Analysts attribute the entry of these major global brands into crowdfunding platforms to the growing popularity of cross-border e-commerce, as well as their ability to convey unique brand narratives to crowdfunding participants who strongly seek “uniqueness” and “new” experiences.
Park Sang-hyuk, Director of Wadiz Global Sourcing Team, stated, “The recent surge in interest Wadizfrom major global players stems not from a simple volume-based distribution model, but from a desire to communicate a brand’s unique values and philosophy to new customers through storytelling and build loyalty.” “Going forward, we plan to design direct import structures to collaborate with specialized partners in each category, carefully curating unique items such as premium wines, clothing from world-renowned designers, and vintage collections, and introducing trends that allow customers to experience products from their global origins,” he added.
Lee Young-hee, CEO of “Wine Forest,” which first introduced Spanish Valduero wines through crowdfunding, said, “I am delighted to be able to demonstrate our commitment to introducing hidden gem wines from around the world to a wider audience throughWadiz,” adding, “Crowdfunding platforms are the best channels for showcasing the true value of great brands and products.”
Meanwhile, the key distinction between “Global Funding” and standard crowdfunding is that it allows brands—whether domestic or international—to offer products that have previously been distributed overseas at special prices and with exclusive benefits, in addition to products launching in Korea for the first time. These products can be introduced as Wadizexclusives, special packages for backers, or limited editions, and are subject to the E-Commerce Act.
