Confusion emerged over CU’s purported offline store plan in the Chinese market, as a local distributor suggested that Korea’s largest convenience store chain is preparing to open an outlet there, despite the Korean headquarters saying it has no such plans. The confusion was sparked when the distributor, Ubay International Trade, launched an online store selling CU products in China, promoting them on Chinese social media platforms. Ubay International Trade began offering a selection of Korean snacks, beverages and CU-branded products Monday on Alibaba Group Holding’s Tmall platform, one of China’s largest e-commerce platforms. The launch was promoted through an account on Xiaohongshu, or RedNote, one of the largest social media and e-commerce platforms in China. The account was operated by Ubay but was named “CU” and verified by the Chinese social media platform as an official enterprise account. The account posted a countdown to the online debut and directed users to the Tmall store. The campaign quickly gained traction among Chinese consumers, with its first post attracting more than 4
Confusion grows over CU’s purported offline expansion in China
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