Southeast Asia e-commerce player Lazada entered into a partnership with the Korea Intellectual Property Protection Agency (KOPIA) as Lazada has seen an increase in demand from consumers for Korean products on its platform and is now seeking to leverage its technologies and close ties with stakeholders to boost consumers’ trust in its system.
The signed Memorandum of Understanding (MOU) will see a new framework designed to protect the integrity of Korean products on Lazada’s platform.
Korean exports to Southeast Asian countries grew by almost 30% in the past year, according to Korean media Arirang News. Additionally, Korean content is also attracting more audience across the region of Southeast Asia, with Indonesia leading the league and becoming the biggest SEA market for Hallyu (Korean wave) content.
Gladys Chun, Lazada Group’s General-Counsel and Head of Government Affairs, talked about the importance of this deal to increase the trust consumers have in Lazada’s platform. “In Lazada, we respect and collaborate with rights holders in safeguarding their IP through a combination of proactive and reactive measures,” she said.
Alibaba’s belief in controlling its investment might play a strong role in this move. Following lessons learned from the counterfeit issues faced by Chinese e-commerce players, it is probably good for Lazada to take the lead at building consumers’ confidence on its platforms, especially with more Korean goods being sold on its platform.
Editor: Ben Jiang