TikTok held the TikTok Shop CEO Circle 2026 event for major advertisers and brands, stepping up efforts to support Korean companies' global expansion.

TikTok said on Jan. 14 it held the event on Jan. 13 at the Grand InterContinental Seoul Parnas. Held under the theme "New Market, New Growth", the event was designed to share strategies to help domestic brands that grew through TikTok Shop last year expand opportunities in markets around the world beyond the United States.

TikTok Shop leaders from Britain, Japan and Southeast Asia attended in person and explained regional conditions and expansion directions. Jan Bilk, TikTok Shop general manager for Britain, and Carlos Chiu, general manager for Japan, along with Adam Shao, head of cross-border e-commerce for Southeast Asia, presented phased growth roadmaps based on the maturity of each market. They shared insights brands can use, based on operating experience accumulated in each country.

Park Han-beom, head of client solutions at TikTok Korea, delivered the first session and highlighted TikTok Shop's expanded influence in South Korea. He emphasised cases of companies that established themselves in overseas markets through the "Korea-US" and "Korea-SEA" cross-border solutions launched last year, as well as growth in K-beauty.

TikTok also unveiled support packages for brands entering new markets and data-driven, practical expansion strategies. It shared key operating practices and revenue models that support sustainable growth, including logistics, workforce operations and improved advertising efficiency, to help companies better understand them.

Park said, "Korean companies are receiving a lot of attention on the global stage," and added, "TikTok will continue to provide support across cross-border business so they can keep this momentum going."

TikTok Shop is continuing to grow, with sales topping $500 million over four days during the 2025 Black Friday and Cyber Monday period. In South Korea, it currently runs a cross-border solution that allows products to be sold without a local entity, and TikTok Shop's direct entry into South Korea is yet to be decided.