Cafe24 will support sales of K-brands through influencer marketing in Japan. Cafe24 said on Thursday it signed a memorandum of understanding (MOU) with Tokyo-based 3WELL to help brands enter the Japanese market and expand sales. The agreement is focused on widening marketing touchpoints where brands using Cafe24 can meet Japanese consumers.

3WELL specialises in influencer marketing and SNS advertising. It provides a full-funnel service that supports marketing by stage, from boosting brand awareness to performance-based customer acquisition. It has worked with more than 600 clients so far and has built a network of more than 20,000 influencers.

3WELL runs beauty, fashion, food and household goods campaigns on X, Instagram, TikTok and YouTube. It has accumulated data on each influencer's characteristics and content performance, allowing brands to select influencers suited to their brand and products. It also handles campaign planning and execution.

The two companies plan to connect Cafe24-using K-brands with local influencers after considering product characteristics, target customers, marketing goals and budgets. Brands can use SNS collaborative ads to promote new product launches or discount events, as well as affiliate marketing aimed at driving purchases, depending on their situation. The companies said the partnership also reduces the burden on domestic brands to find Japanese marketing partners on their own.

Cafe24 CEO Jae-seok Lee (이재석) said that to generate results in the Japanese market, it is important not only to have a sales foundation but also to effectively promote brands and products to local consumers. He said the company will expand cooperation with local specialist partners to help K-brands meet new customers and widen sales opportunities.