TikTok said on Jan. 28 it held TikTok Shop US Connect on Jan. 27 at the Grand InterContinental Seoul Parnas to support domestic brands' entry and growth in the U.S. market.

Held under the theme of Global Seller Growth and Agency Matching Day, the event presented practical action plans for Korean companies preparing to enter TikTok Shop in the United States or seeking to expand growth, ranging from how to use content to agency matching.

TikTok ran education and strategy-sharing sessions and a one-on-one matching program with U.S.-based TikTok Shop agencies. It also introduced content planning and operating methods tailored to the U.S. market, the affiliate structure and its 2026 direction reflecting key seasons, while sharing know-how needed for brands to establish themselves efficiently.

Cho Mi-hyun (조미현), head of agency partnerships at TikTok Korea, said, "This program was designed to raise our companies' practical understanding of TikTok Shop and to connect them with trustworthy partners from the early stages of entry." She added, "Going forward, TikTok will continue to work with agencies to support brands so they can steadily expand content operations and creator collaboration even after entering TikTok Shop."

TikTok Shop is currently not available in South Korea.