While 200 million K-culture fans worldwide are passionate about K-pop and K-dramas, Korean brands have struggled to reach these enthusiastic consumers. High marketing costs and barriers to international expansion have particularly hindered small and medium-sized brands from accessing global markets. Daebak is bridging this gap through an innovative approach: unboxing content.

The global subscription box market is experiencing explosive growth, projected to reach $75 trillion by 2027. However, many Korean brands lack the resources and expertise to tap into this opportunity. Traditional marketing channels require substantial investment, and building overseas customer bases from scratch presents significant challenges. Small brands, in particular, face difficulties in creating engaging content and establishing lasting relationships with international consumers.

Daebak’s “Unbox Korea” program addresses these pain points by leveraging a network of over 3,000 international influencers who naturally introduce Korean brand products through unboxing videos. 

These creator-generated videos boost brand awareness while collected feedback provides valuable market data. By combining content, community, and commerce, Daebak has already collaborated with over 200 brands—from major corporations like CJ, GS25, and Mediheal to local businesses—delivering 400,000 boxes to 100 countries and achieving cumulative sales of 9 billion KRW.

Beyond simple box sales, Daebak positions itself as a cultural platform connecting Korean brands with global consumers. Through initiatives ranging from global internship programs to proprietary AI technology patents, the team has systematically built infrastructure for sustainable growth. 

Supported by the Ministry of Culture, Sports and Tourism and Korea Tourism Organization, and operated by CNTTech, Daebak is participating in the 2025 Tourism Global Challenge program, which has provided crucial mentorship, network expansion, and strategic support for accelerating their global expansion—particularly in developing their “Unbox Korea” program and establishing connections in China, Japan, the Middle East, and the US markets.

What core problem is Daebak addressing?

Korean brands face significant challenges in attracting customers to their own websites and maintaining consistent sales. This is especially burdensome for smaller brands due to massive marketing costs. They also lack the content necessary for natural consumer exposure, making it difficult to acquire new customers and build long-term loyalty.

We’re solving this through a model that combines content, community, and commerce. We package brands’ bestsellers or new products as “Daebak Boxes,” and 100-500 creators produce unboxing content that naturally exposes products to consumers. This allows brands to efficiently attract customers without high marketing costs, and through seasonal boxes and brand shops, we enable continuous sales.

How specifically are you solving this problem?

The “Unbox Korea” program is our core solution. We have a network of over 3,000 international influencers who naturally boost brand awareness and affinity through product unboxing. Beyond just creating videos, we collect surveys and feedback after product use to gauge global customer reactions, focusing on Europe and the US. We use this accumulated content and data to support brands’ efficient overseas expansion.

What sets Daebak apart from competitors?

Three key advantages. First, our community-based strength—we’ve already built a community of over 400,000 international customers through our platform and social media. Second, we provide brands with actual customer reactions and data, not just sales. Third, brands entering overseas markets for the first time can leverage our network and community without massive marketing expenditures, significantly reducing market entry costs.

What products and services do you currently offer?

On the B2B side, we provide “Unbox Korea,” an international creator experience program, plus advertising and data collection services for overseas users. For B2C, we offer various box products: category-specific boxes (beauty, snacks, jewelry), brand collaboration boxes with partners like CJ, GS25, Mediheal, and Molang, and location-specific boxes featuring products from Jeju, Busan, and Gyeongju. Our “Daebak Shop” also sells individual products from brands featured in our boxes.

We’ve delivered over 400,000 boxes to more than 100 countries and collaborated with over 200 brands.

What’s your target market size and core customer base?

There are approximately 200 million K-culture fans worldwide, and the subscription box commerce market is projected to reach $75 trillion by 2027. Our core customers are K-culture fans—particularly K-pop and K-drama enthusiasts—and global consumers interested in Korean brands. We especially focus on MZ generation customers who want to experience Korean culture at reasonable prices. In the US, over 45% have tried subscription boxes, so we’re expanding primarily in Western markets where this model is well-established.

Can you explain your business model simply?

We operate on three main pillars. First, “Unbox Korea” runs international creator experience programs generating content and customer feedback for Korean brands—this is our B2B service. Second, “Daebak Box” sells content-based subscription boxes at $40-60. Third, “Daebak Shop” enables customers to purchase individual brand products after experiencing them through boxes.

What are your key achievements to date?

Our B2C sales alone have exceeded 9 billion KRW, and we’ve analyzed data from 150,000 global users—75% US, 10% Europe, 5% Australia, 4% Canada, and 6% Asia and Latin America. We’ve collaborated with over 200 brands including CJ, GS25, and Molang, delivering over 400,000 boxes to about 100 countries. We’ve secured two trademarks and one AI patent for customer preference analysis, and built a 400,000-member global community through social media and our platform.

How is your team structured, and what advantages do you have for global expansion?

Our Korean team handles business development and operations, while our Philippines team manages English customer service and community engagement. We run a global internship program where local talent handles content creation and PR. We believe you need local expertise that understands each country’s culture and approach. High-performing interns transition to full-time positions.

Interns worldwide create content tailored to local languages and cultures, spreading it through local communities. We’ve built expertise in marketing, PR, and customer service while steadily developing the US market. We manage a network of over 3,000 international influencers, with continuous new influencer recruitment through our internship structure.

What efforts are you making for international expansion?

Through KBIZ’s KSC Paris program, we’ve worked with European graduate students, and we’ve strengthened our positioning as “gift boxes from Korea” by providing Daebak Boxes as sponsorships at K-culture events and institutions. Delivering 400,000 boxes to 100 countries has given us extensive experience in the US, Europe, and Southeast Asia. We’ve also established payment systems and logistics networks.

Creator unboxing content naturally achieves localized marketing. We’ve been selected for government and global programs—through Tourism Venture Growth Company and Tourism Global Challenge, we’re expanding networks in China, Japan, and the Middle East.

How have programs like Tourism Global Challenge actually helped your international expansion?

It’s enabled us to re-accelerate overseas expansion post-COVID-19. We’ve built networks with mentors from China, Japan, Middle East, and US markets for strategic collaboration. Specifically, through the Tourism Global Challenge program, we developed “Unbox Korea,” which allows brands to test overseas markets while minimizing risk. We’ve created a structure that simultaneously identifies Korean brands’ needs and overseas consumers’ demands.

If you had to give three reasons why you need investment?

First, market growth potential—200 million K-culture fans and a $75 trillion subscription market. Second, proven results—collaborations with 200 brands and 400,000 boxes delivered globally. Third, highly scalable model—our structure integrating content, community, and commerce has enormous global expansion potential.

We target 200 million K-culture fans worldwide and a subscription box commerce market projected to reach $75 trillion by 2027. Clear market size and fandom-based demand enable stable growth. We’ve already proven execution capability and results in global markets through collaborations with over 200 brands and delivery of over 400,000 boxes to more than 100 countries, with cumulative sales of 9 billion KRW. Our model combines content, community, and commerce, enabling global expansion based on K-culture fan communities and long-term revenue generation as a cultural platform connecting brands and consumers.

Finally, what message would you like to share?

Daebak isn’t just a “box sales company.” We’re a cultural platform connecting brands with global fans. We enable cultural experiences through content, connect brands and consumers through community, and create long-term sustainable revenue models through commerce. We want to be the partner accompanying Korean companies in their first steps toward overseas expansion.