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South Korea's Kakao is capitalizing on the aggressive expansion of Chinese e-commerce platforms like AliExpress, Temu, and Shein, registering significant growth in advertising revenue.
During a recent conference call on its first-quarter earnings, Kakao CEO Chung Shin-a highlighted the substantial advertising fees paid by these Chinese companies as a key driver behind the surge in Kakao's advertising business.
According to Korea Times, revenue from this segment rose 10% year-on-year to 279 billion won ($204 million), with total revenue for the quarter reaching 2 trillion won, a 22% increase from the previous year.
Operating Profits and Strategic Moves
Kakao's operating profit saw a dramatic 92% jump year-on-year to 120 billion won, buoyed partly by its acquisition of SM Entertainment in the second quarter of 2023.
Despite the success, CEO Chung maintains a cautious stance regarding the potential decrease in advertising fees from Korean e-commerce companies but dismisses concerns about the Chinese e-commerce platforms affecting Kakao's commerce operations.
Focus on Corporate Governance and AI Development
In response to ongoing investigations into alleged irregularities involving Kakao and its executives, Chung pledged continued efforts to reform its corporate governance structure, linking executive compensation to shareholder value enhancement.
Additionally, addressing concerns over the delayed launch of its anticipated AI services, including the large language model KoGPT 2.0, Kakao aims to accelerate development by acquiring AI-specialist subsidiary Kakao Brain.
This strategic move involves integrating cutting-edge services with its KakaoTalk mobile messenger app, albeit cautiously, to avoid compromising financial stability or profitability.
Market Impact and Competitive Landscape
Jing Daily reported that the entry of Chinese e-commerce giants has intensified competition in South Korea's online retail sector. According to BC Card, payment data from October 2023 to March 2024 shows a staggering 138% increase in total payments on Chinese e-commerce platforms, contrasting with a slight decline in transactions for South Korean e-commerce brands.
This dynamic signals a shift in consumer preferences. It challenges local giants such as Coupang, Naver, and Tmon, highlighting the rapidly evolving nature of South Korea's digital marketplace.
Photo: Kakao Corp Newsroom
