This article is based on an official press release from Hanjin Group and summarizes additional industry reporting.

Hanjin Unveils “Next Commerce” Strategy to Unite Logistics with K-Brands and Influencers

On December 9, 2025, Hanjin Group formally announced a significant strategic pivot during its annual “Unboxing Day 2025” event held at Dragon City in Yongsan, Seoul. According to the company’s official announcement, the logistics giant is transitioning from a traditional transportation provider into a comprehensive “commerce hub” under a new vision titled “Next Commerce.”

The event was headlined by Hanjin President Cho Hyun-min (Emily Lee Cho), who outlined a future where logistics, K-brands, and influencer content converge to create a unified ecosystem. This initiative aims to support the global expansion of Korean businesses by integrating marketing and supply chain solutions, effectively moving the company beyond simple delivery services.

Defining the “Next Commerce” Ecosystem

At the core of the announcement is the concept of “Next Commerce,” which President Cho described as a synergy between content and logistics. The strategy is designed to capitalize on the global “content-to-commerce” trend, where social media and short-form video drive consumer purchasing decisions across borders.

In her keynote address, President Cho emphasized that Hanjin’s role is evolving to become a partner that completes the brand journey. According to the press release, she stated:

“When the competitiveness of K-brands, the influence of influencers, and Hanjin’s logistics are consolidated into one, we can usher in a new era of commerce.”

This approach targets the growing demand for cross-border e-commerce, specifically leveraging the popularity of “Hallyu” (the Korean Wave) to export domestic products to international markets.

Strategic Pillars: OneStar and Global Expansion

To support this vision, Hanjin introduced several key operational strategies and digital platforms intended to streamline global trade for Korean creators and companies.

Integrated Logistics Solutions

The company unveiled “OneStar,” a specialized global logistics solution tailored specifically for influencers and brands. According to Hanjin, this service manages the entire supply chain lifecycle,from sourcing to final delivery,allowing content creators to focus on marketing while Hanjin handles the operational complexities.

Furthermore, the company is aggressively expanding its Global Distribution Centers (GDC). While previously focused on the Americas, the network is now extending into Europe and Southeast Asia. The Incheon Airport Global Logistics Center will serve as the primary hub, connecting new networks established in key markets including the Netherlands, Italy, Spain, the United Kingdom, and Malaysia.

Digital Platforms for Global Reach

Hanjin also highlighted its portfolio of digital platforms designed to facilitate specific market sectors:

• SWOOP: A global fashion logistics service connecting Korean designers with international buyers, facilitating the export of K-Fashion.
• Hoot Town: A consumer-to-consumer (C2C) direct purchase platform.
• Slow Recipe: A marketplace dedicated to eco-friendly and sustainable goods.

AirPro News Analysis

The “Next Commerce” strategy represents a calculated effort by Hanjin to differentiate itself in a saturated domestic logistics market. By positioning itself as a “Logistics as a Service” (LaaS) partner rather than a utility provider, Hanjin creates a “lock-in” effect for small and medium-sized exporters who lack their own global supply chain infrastructure.

This move also aligns with the company’s broader corporate restructuring and image rebranding. Following the group’s 80th anniversary in October 2025, where it announced “Global Vision 2045,” Hanjin is clearly attempting to soften its industrial image to appeal to a younger, digital-native demographic. The focus on K-Beauty and K-Fashion suggests the company is betting that the cultural export volume of Korea will continue to rise, requiring specialized logistics handling that generalist competitors may not offer.

Additionally, the timing of this announcement follows Hanjin’s achievement of an “Integrated A Grade” in the 2025 ESG Evaluation by the Korea ESG Standards Institute (KCGS) on December 1, 2025. This suggests the company is keen to present its expansion as both commercially aggressive and sustainably managed.

Conclusion

Hanjin’s “Unboxing Day 2025” marks a definitive step toward integrating media influence with physical distribution. By securing logistics networks in Europe and Asia and launching creator-focused services like OneStar, the company is positioning itself as the infrastructure backbone for the next generation of Korean global commerce.

Sources

• Hanjin Group