Role: Product Owner / Strategy & Business Development · Company: Plugo · Period: Jun 2024 – 2025

Built on the cross-border operations playbook validated through the Weverse pop-up project, POPSIIKLE is an end-to-end distribution and marketing service for K-beauty brands entering Southeast Asia — led from strategy through launch and operations. Onboarded 14 brand partners and reached $100,000 monthly GMV within one year.

📋 Project Overview

Item	Details
Project	POPSIIKLE — K-beauty Cross-border Distribution & Marketing Platform
Role	Strategy · Service Design · Brand Onboarding · Operations
Target Markets	Indonesia, Thailand
Key Results	14 brand partners · $100,000 monthly GMV · Multiple sold-out campaigns
Reference	Weverse x Plugo Indonesia Pop-Up Operations Playbook

🎯 Problem Definition

The Structural Opportunity in K-beauty

Southeast Asia — especially Indonesia and Thailand — accounts for ~60% of the SEA e-commerce market. Demand for K-beauty was growing explosively, but most Korean brands couldn't enter directly due to entry barriers.

3 Key Entry Barriers for Brands:

Regulation: Complex and time-consuming local regulatory certification (Thailand FDA, Indonesia BPOM, etc.)
Logistics & Import/Export: Difficult to operate customs, warehousing, and last-mile delivery without a local entity
Marketing: Insufficient understanding of local consumer behavior (TikTok/IG seeding, influencer ecosystem)

Insight from the Weverse Case

Through the Weverse pop-up project, directly operated every aspect from import/export, local logistics, CS, to SNS marketing — validating a repeatable operations playbook. Expanding this to a service applicable across K-beauty brands was POPSIIKLE's starting point.

Core Insight: Brands need a partner that resolves complex regulations, logistics, and marketing in one place.

💡 Strategy — Service Structure Design

POPSIIKLE's Positioning

Positioned as an end-to-end cross-border commerce partner for K-beauty brands entering Southeast Asia. Designed not as a simple distribution agent, but as a structure accountable for everything from regulatory compliance to marketing results.