Why Korea's Expanded Doyak Market Matters for Small Consumer Brands
Korea's expanded Doyak Market matters because it gives small regional consumer brands wider access to mass distribution, but does not guarantee sales. The August 31 government notice expands participation from seven TV home-shopping companies to 12 TV and data-home-shopping companies, extends the program nationwide, and plans support for 41 businesses. What changes for a small brand Distribution: first-time home-shopping brands can receive selection priority, opening reach beyond local buyers. Demand test: a broadcast can test national consumer response, not prove lasting demand. Creator channel: selected products may receive YouTube and Instagram short videos and reviews in the fourth quarter. The operating constraint still matters The expansion does not remove execution risk. Access still depends on product appeal, production and inventory capacity, quality assurance, and broadcast suitability. Broadcasts start only ...