Role: Product Owner / Strategy & Business Development · Company: Plugo · Period: Oct 2023 – May 2024

Planned, won, and executed Indonesia's first official Weverse online pop-up store from scratch — exceeded sales targets, secured contract renewal, and proposed the launch of an official permanent ID store.

📋 Project Overview

Item	Details
Project	Weverse x Plugo Indonesia K-Pop Online Pop-Up Store
Role	Strategy · Bid · Regulatory Review · Import/Export · Logistics · Marketing · Operations
Timeline	Oct 2023 Planning → Feb 2024 Pop-Up #1 → Apr 2024 Pop-Up #2
Key Results	GMV & total orders exceeded targets · Avg. order value $50+ (average order value is $3-7 in Indonesia)
Outcome	Exceeded sales target · Contract renewal · Proposed official ID store (id.weverseshop.io) launch

🎯 Problem Definition

Structural Market Inefficiency

K-Pop fandom was growing explosively in Southeast Asia — especially Indonesia, the world's #2 country for Spotify K-Pop streaming (40B+ streams) and #1 for Twitter K-Pop fans. Yet fans faced a major barrier purchasing merchandise and albums through Weverse Shop, the official channel.

3 Core Barriers:

Shipping: Direct purchase from Weverse Shop meant 2+ weeks shipping from Korea, with costs of $30/kg+
Payment: Local payment methods (GoPay, ShopeePay, virtual accounts, etc.) not supported — only KRW payments available
Logistics: No local entity to handle customs, warehousing, and CS directly

Market Distortion — The 'Jastip' Phenomenon

The gap was filled by 'Jastip' (professional reseller service) — an informal personal shopping service where Indonesians living abroad purchased K-Pop goods on behalf of fans and shipped them. Survey results showed 69.6% of K-Pop fans had used Jastip services.

Core Insight: Weverse awareness stood at 76.3%, but official purchase experience was only 55.4%. High awareness but high purchase barriers were causing demand to leak to informal channels.

🔍 Market Research & Opportunity Discovery

Direct Survey Design & Execution

Rather than relying on generic market reports, directly designed and conducted surveys targeting actual K-Pop fan communities.