Korean Brand U.S. Launch Playbook
Purpose
Complete guide for Korean brands entering the U.S. market. Covers localization, compliance, SEO first approach, controlled launch, and optional retail pilot. Includes stop rules and reverse logistics plan so inventory doesn't get stuck.
Core Principle
Prove demand before you ship large volumes
Do a controlled launch first. Amazon or Walmart listings alone will not create sales. Ads help you learn, not carry the brand forever.
Pre-Launch Checklist
1. Localization and Compliance
- ✓ Translate product names, benefits, and care instructions into plain U.S. English
- ✓ Confirm category rules (FDA cosmetic labeling, food FSVP, CPSIA for children, Prop 65)
- ✓ Update labels and packaging files
- ✓ Keep both Hangul and English only if it helps the buyer and stays compliant
2. Price and Margin Sheet
- ✓ Calculate landed cost to U.S. 3PL
- ✓ Set MSRP, wholesale, MAP in USD
- ✓ Target contribution margin after ads and processing fees
- ✓ Account for return costs in pricing
3. SEO and Site Readiness First
- ✓ Ship product pages, FAQs, and comparison pages in U.S. English
- ✓ Add Organization, Product, FAQ schema markup
- ✓ Create a landing page to collect emails before launch
- ✓ Optimize for "Korean [product]" and category keywords
4. Controlled Channel Test
- ✓ DTC with small daily ad caps on Google, Meta, TikTok
- ✓ Marketplace listing is fine, but do not rely on it alone
- ✓ Optional retail pilot with a pallet or two in regional stores
- ✓ Test with Korean-American community first
5. Inventory Plan
- ✓ Stage small inventory at a U.S. 3PL (30-60 day supply)
- ✓ Keep the rest at origin
- ✓ Reorder only after hit rates are proven
- ✓ Plan for 15-20% return rate initially
6. Reverse Logistics Plan
- ✓ Set a U.S. return address and RMA workflow
- ✓ Define restock rules, liquidation partners, donation partners
- ✓ Establish refurbishment standards
- ✓ Publish a clear returns policy in U.S. English
Launch Timeline
Market Research & Compliance
Competitor analysis, regulatory review, pricing strategy
Localization & Setup
Content translation, website setup, 3PL arrangement
Soft Launch
Limited inventory, test marketing, initial feedback
Optimization & Scale
Refine based on data, expand channels if metrics are good
Scale and Stop Rules
✅ Scale When:
- • CAC hits target and contribution margin is positive within 60 days
- • Repeat purchase rate exceeds 20% within 90 days
- • Return rate stabilizes below 15%
- • Organic traffic starts growing month-over-month
🛑 Stop/Pivot When:
- • Units per store per week are below goal after promos
- • Paid traffic doesn't convert after on-site fixes
- • Return rate exceeds 30% consistently
- • CAC remains above LTV after 90 days
Important: Do not grow ad spend faster than repeat rate and inventory turns.
Common Mistakes to Avoid
Shipping a container before any market proof
Start with pallets, not containers
Relying on ads to make up for weak product-market fit
Fix the product or positioning first
Treating Amazon or Walmart as a complete plan
Marketplaces are channels, not strategies
Translating copy word for word without adjusting claims
U.S. regulations and cultural context matter
No reverse logistics plan
Turns small problems into expensive ones
Retail Pilot Option
📦 Small Pallet Launch
A pallet or two at select stores is possible and useful. It adds 4-8 weeks for:
- • Vendor setup and onboarding
- • Case labels and pallet patterns
- • Store activation and merchandising
- • Promotional calendar alignment
Note: If you want retail pilot, tell us early so we adjust the timeline.
Success Metrics
Required Resources
💼 From Your Side
- • Product samples and marketing materials
- • Brand guidelines and assets
- • Compliance documentation
- • Initial inventory investment
- • Marketing budget ($10-20K for test)
🚀 From Our Side
- • Market research and competitive analysis
- • Localization and compliance guidance
- • 3PL and logistics setup
- • Digital marketing execution
- • Performance tracking and optimization
Ready to Launch in the U.S.? 🇺🇸
Let's create a controlled, data-driven launch that minimizes risk and maximizes learning. Contact henry@primechasedata.com to discuss your U.S. market entry.