Korean products for influencer shops and live commerce: import guide
For creators and influencers outside Korea who sell curated Korean products through their own shop or live streams, in limited quantities timed to a broadcast. It covers stock-first and pre-order models, duties and FTA rates by country, product registration, advertising disclosure, platform rules, air freight and returns.
Request a quoteDuties and FTA by countryLast checked: October 2026
How do influencers import Korean products for a live sale?
| Typical order | Why direct buying is hard | How consolidation solves it |
|---|---|---|
| Stock-first: 50 to 300 units each of 5 to 15 items, landed before the broadcast | Brands and distributors often set minimum orders per item and do not ship abroad. Buying from many sellers means many small parcels, each with its own customs entry. | One exporter buys from each supplier, checks the goods, and ships one consolidated air consignment with one invoice and packing list. You pay duty and tax once and know the landed cost before you set the live price. |
| Pre-order: quantities known only when the broadcast ends | Stock may sell out in Korea between the stream and the order. Buyers wait while goods are bought, exported and cleared, and any registration gap stops the shipment at the border. | Items and documents are agreed and checked before the stream. The final quantity is confirmed after it, then purchased, packed and shipped in one consignment. Regulated items are only listed once your registration is in place. |
| Hybrid: a small stock for the stream, with a top-up order afterwards | Two shipments close together double the paperwork, and the second one is often urgent. | The top-up repeats the first shipment’s item list, HS codes and documents, so only the quantities change. Split shipments are planned in advance rather than improvised. |
| Mixed categories in one box: skincare, snacks, accessories, a hair tool | Each category has different import rules, labels and carrier restrictions. One non-compliant item can hold the whole consignment. | Items are sorted by category on the packing list, with ingredient lists, origin statements and battery or safety documents collected per item before packing. |
Import duties and FTA benefits by country
The table uses example lines from HS 3304 (skincare and make-up), 7117 (imitation jewellery), 6109 and 6110 (knitted T-shirts and pullovers), 8516.31 and 8516.32 (hair dryers and hair styling tools) and, for snacks, 1905 (biscuits) and 1902.30 (instant noodles). Preferential rates apply only to goods that qualify as Korean origin under the agreement’s rules and ship with a valid certificate or declaration of origin; goods bought in Korea but made elsewhere do not qualify.
| Importing country | General (MFN) duty | Rate for Korean-origin goods and agreement | Other import taxes and notes |
|---|---|---|---|
| United States | 3304.99.50: free. 7117.19.90: 11%. 7117.90.55: 7.2%. 8516.31 and 8516.32: 3.9%. 6109.10 cotton T-shirts: 16.5%. 6110.30.30 pullovers of man-made fibres: 32%. 1905.90.10 biscuits and similar: free. 1902.30 instant noodles: 6.4%. Source: US HTS. | Free under the Korea-US FTA (KORUS) on each of the lines listed. However, since 24 July 2026 an additional Section 301 duty applies to products of Korea: where the applicable column 1 rate is below 12.5%, the additional duty brings the total to 12.5%; where it is 12.5% or more, the additional duty is zero. In practice a KORUS-qualifying item that would be duty-free now pays 12.5%. | The Section 301 duties are being challenged in the US Court of International Trade (hearing held 30 September 2026), so the position may change. Duty-free entry for low-value parcels was withdrawn for nearly all countries in August 2025, so small direct-to-buyer parcels are also dutiable. Confirm the entry treatment with a US customs broker. |
| European Union | 3304.99: 0%. 7117.19 and 7117.90: 4%. 8516.31: 2.7%. 6109.10 and 6110.30: 12%. 1905.90.70 sweet baked goods: 9% plus an agricultural component. Source: UK Trade Tariff, Northern Ireland (EU tariff) service; confirm in Access2Markets. | 0% under the Korea-EU FTA on each of the lines listed, with an origin declaration from the Korean exporter. | Import VAT at the rate of the member state of import. Since 1 July 2026 low-value e-commerce parcels under EUR 150 no longer enter duty-free: a flat EUR 3 duty applies per type of item in the parcel, as a temporary measure until 2028. An EU-wide handling fee for small parcels is due to apply by 1 November 2026. |
| United Kingdom | 3304.99: 0%. 7117.19 and 7117.90: 4%. 8516.31: 2%. 6109.10 and 6110.30: 12%. 1905.90.70: 8%. Source: UK Trade Tariff. | 0% under the UK-Korea FTA on each of the lines listed. | Import VAT 20%. |
| Japan | 3304.99: free. 7117.19: 3.7%. 8516.31 and 8516.32: free. 6109.10 cotton T-shirts: 10.9% (printed or multi-colour yarn) or 7.4% (other). Rates shown are the WTO rates. Source: Japan Customs tariff schedule (1 April 2026). | RCEP rates for Korea in the 2026 schedule: 7117.19 at 1.7% (plated with precious metal) or 2.3% (other); 6109.10 at 6.8% or 4.6%. Lines that are already free stay free. | Consumption tax 10% (8% for food and non-alcoholic drinks). |
| Philippines | 3304.99.30 face and skin creams: 7%. 7117.19.20 imitation jewellery: 10%. 8516.31: 1%. 8516.32: 3%. 6109.10 and 6110.30: 15%. 1905.31 sweet biscuits and 1902.30.40 instant noodles: 15%. Source: Philippine Tariff Finder, 2026 rates. | 0% under the Philippines-Korea FTA for each of the lines listed, as shown in the Tariff Finder for 2026. | VAT 12%, calculated on the customs value plus duty and other charges. |
| Indonesia | Check the official tariff tool: Indonesia National Trade Repository (INSW). | The Korea-ASEAN FTA and the Korea-Indonesia CEPA are in force. Check the line-level rate in INSW. | VAT is nominally 12%, with an effective rate of 11% for most goods. The duty-free threshold for consignments is US$3. Under Ministry of Trade Regulation 31/2023, foreign merchants may not sell goods priced under US$100 directly on Indonesian e-commerce platforms, and social media platforms may not process sales. Stock for Indonesia is therefore normally imported by a local importer. |
| Vietnam | Check the official tariff tool: Vietnam Customs. | The Korea-Vietnam FTA and the Korea-ASEAN FTA are in force. Check which gives the lower rate for your line. | VAT rates are 0%, 5% and 10% depending on the goods, with a temporary 2-point reduction for certain goods until 31 December 2026. |
| Thailand | Applied ad valorem duties range from 0% to 80%. Check the official tariff tool: Thai Customs. | The Korea-ASEAN FTA is in force. A bilateral Korea-Thailand agreement is still under negotiation. | VAT 7% (reduced from the 10% standard rate until 30 September 2027 unless extended). |
| United Arab Emirates | Generally 5% of the CIF value; other rates apply to some goods. Check with Dubai Customs or your clearing agent. | The Korea-UAE CEPA is listed as in force by Korea’s trade ministry. Check the line-level rate and staging with your clearing agent. The Korea-GCC FTA is signed but not yet in force. | VAT 5%. |
Rates are for the HS headings named above and were checked in October 2026. Duty rates change and depend on the exact tariff line. Confirm with your customs broker before ordering.
Product rules and cautions for importers
Stock-first or pre-order: what changes at the border
With a stock-first model you import as a business before the broadcast: one commercial entry, duty and tax paid on the whole consignment, and unsold units left on your shelf. With pre-orders you import after the broadcast: the quantity is certain, but your buyers are waiting, so any delay in purchasing, registration or clearance turns into refund requests. Sending each pre-order straight from Korea to the buyer’s door is the third option, and it has become harder: the United States and the EU have both withdrawn duty-free treatment for low-value parcels, Indonesia applies a US$3 threshold, and in every market the buyer becomes the importer of a regulated product that nobody registered. For cosmetics, food and supplements, a bulk import by a registered importer of record is the workable route.
Register regulated products before the stream
The importer of record is responsible for product registration, notification, label approval and any licences in the destination country. The exporter supplies the documents needed for those filings, such as full ingredient lists, manufacturer details and label artwork. Nobody can promise that a registration will be accepted, so do not announce a regulated product for a broadcast until the filing is done.
- Cosmetics, United States. Under MoCRA, manufacturing facilities must be registered with the FDA and the responsible person named on the label must list each product and its ingredients, with annual updates. Serious adverse events must be reported within 15 business days. Some small businesses are exempt from registration and listing. See the FDA MoCRA page.
- Cosmetics, EU and Great Britain. The responsible person must notify each product in the CPNP before it is placed on the market. Great Britain requires a responsible person with a UK address, whose name and address appear on the pack, and a notification to OPSS before sale.
- Cosmetics, ASEAN. The ASEAN Cosmetic Directive harmonises prohibited and restricted ingredients, colourants, preservatives and UV filters across member states; the local company placing the product on the market carries the legal responsibility. In Indonesia, labels must be in Bahasa Indonesia and identify the importer, and BPOM handles sector approvals for cosmetics, processed food and supplements.
- Snacks and other food, United States. The FDA must receive prior notice before each food shipment arrives, and facilities that make, pack or hold food for US consumption must be registered and renew every two years.
- Supplements. Most countries treat these as a regulated food or health product with their own registration and claim rules. Treat every supplement as a separate project with the local regulator and do not add it to a live sale at short notice.
- Small electrical items. Hair dryers and styling tools must match the local voltage and plug and meet the destination’s electrical safety and marking rules, which the importer must confirm. Items containing lithium batteries are dangerous goods for air transport and need the correct declaration, packing and marking.
- Medical devices and prescription products. Devices sold with medical claims and any prescription product need device or drug licensing in both countries and are outside ordinary consolidation orders.
Advertising disclosure for influencers
- United States. The FTC Endorsement Guides require clear disclosure of payment, free products, affiliate commissions and other material connections. In a live stream the disclosure should be repeated or kept on screen, because viewers join at different times, and a platform label alone may not be enough. The guides apply to content that foreseeably reaches US consumers, wherever the creator is based.
- European Union. The Commission’s Influencer Legal Hub states that brand deals and affiliate marketing must be disclosed. A creator who sells regularly is a trader, and must identify the seller, give the 14-day right of withdrawal and deal with faulty goods.
- United Kingdom. CMA guidance requires a label whenever you have received payment, commission, a discount or a gift, and also when you promote a brand you own or work for. The ASA and CMA prefer plain labels such as “Ad” at the start of the content; “gifted”, “spon” or “affiliate” are not accepted as sufficient.
- Vietnam. The Law on E-Commerce took effect in July 2026. Sellers must supply products and supporting documents for verification before a livestream, and hosts are warned against absolute claims such as guaranteed results.
Health and beauty claims
What you say on camera can change the legal status of the product. In the United States a cosmetic sold with claims to treat acne, regrow hair or regenerate cells is treated as a drug, and a moisturiser sold with sun-protection claims is a drug as well, which matters for Korean sunscreens. Under the FTC guides you may not make claims the seller cannot substantiate or describe results you did not experience. Keep to the claims printed on the registered label and avoid before-and-after promises.
Platform rules
Marketplaces and live-commerce platforms set their own product rules on top of the law, and they differ by country. Expect to upload proof of registration for regulated categories, brand authorisation for branded goods and supplier invoices. TikTok’s branded content policy requires the commercial content disclosure setting to be switched on, bans misleading claims and excludes categories such as pharmaceuticals and weight-loss products. In Indonesia, TikTok closed its in-app shop in October 2023 after social media sales were banned, and its shop business was then combined with Tokopedia in January 2024; the US$100 minimum for direct cross-border sales still shapes what foreign sellers can list. Check the current seller policy for your country in the platform’s seller centre before you plan a product list.
Brand authorisation and counterfeit risk
Counterfeit Korean cosmetics are widespread. Korea’s intellectual property office reported 37,544 fake cosmetics listings removed from online platforms between January and August 2026, more than double the figure a year earlier, with South-east Asia the largest region. In September 2026 Korea’s food and drug ministry announced a case involving counterfeit skincare and supplements made in China and sold on Korean marketplaces. Buy only through the brand or its documented distribution chain, keep invoices that trace each batch, and check whether the brand restricts resale in your country or on your platform. Buying genuine goods does not make you an authorised seller, and some brands enforce exclusive distribution territories.
Air freight timing and split shipments
Count backwards from the broadcast date: supplier lead time, receiving and checking in Korea, export clearance, flight, import clearance and delivery to your fulfilment point. Space out of Korea is tight in the last quarter; one forwarder’s October 2026 report said Korean bookings needed up to two weeks’ notice. Each split shipment is a separate customs entry with its own invoice, packing list and origin document, so plan splits deliberately: for example regulated items in one consignment and battery items in another.
Returns
Returning goods to Korea from the buyer’s country is rarely practical for low-value items, and re-imported goods need their own customs treatment. Decide before the stream who receives returns locally, whether opened cosmetics or food can be returned at all under local law, and how refunds work for pre-orders that arrive late. In the EU, consumers buying from a trader have a 14-day right of withdrawal.
Related guides: Korean products for online sellers and K-beauty multi-brand sourcing.
What exporters in Korea need to prepare
- A commercial invoice and packing list that list every item separately with brand, product name, quantity, unit value, HS code and country of origin, so the importer can file one clean entry.
- Origin proof from each manufacturer. A certificate or declaration of origin can only be issued for items that meet the agreement’s origin rules; items made outside Korea are declared with their real origin and pay the general rate.
- For cosmetics: full ingredient lists in INCI format, manufacturer name and address, batch numbers, expiry or period-after-opening data and label artwork, supplied early enough for the importer’s notification or registration.
- For food and supplements: ingredient and allergen information, manufacturing and expiry dates, and enough remaining shelf life for transit, clearance and the selling period after the broadcast.
- For electrical items: voltage and plug type, the safety documents available from the manufacturer, and battery test summaries and dangerous-goods paperwork for anything with a lithium battery.
- A check of distribution rights: whether the brand allows export to the destination and resale on the buyer’s platform, and whether invoices can be shown to a platform as proof of source.
- Packing for air freight and resale: retail boxes protected, liquids sealed, cartons labelled by item so a split or top-up shipment can be matched to the first one.
- Agreed Incoterms and a firm cut-off date for final quantities, so that a pre-order placed after the broadcast can be purchased and booked on a flight without renegotiating terms.
News and recent developments
Recent changes that affect what a creator can sell, how fast it can arrive and what it costs to land.
Exports reached about US$11.1 billion in January to September 2026, up 31.1% on a year earlier, according to Korea’s food and drug ministry. Demand is strong, which also means popular items sell out and counterfeits follow.
Dimerco’s October report describes tight capacity on most lanes from Korea, with bookings needed up to two weeks ahead. Broadcast dates in November and December need earlier cut-offs.
Following the Law on E-Commerce that took effect in July 2026, sellers must submit products and documents for verification before a livestream, and checks extend to hosts and promotional content.
Korea’s intellectual property office counted 37,544 counterfeit cosmetics listings removed in January to August 2026, up 130.8%. Platforms are likely to ask resellers for more proof of source.
The reform removes the EUR 150 duty exemption, makes non-EU platforms responsible as importers and introduces a handling fee for small parcels by 1 November 2026. Direct-to-consumer shipping from Korea into the EU now carries duty on every parcel.
For products of Korea the additional duty tops up the total rate to 12.5% where the normal rate is lower. Goods that were duty-free under KORUS now carry a cost that has to be built into live prices; the measure is under court challenge.
How an order works with us
- Request. Send the broadcast date, destination country, the products or brands you plan to feature, expected quantities and whether you will hold stock or take pre-orders.
- Sourcing and quote. We check availability and export feasibility for each item and send a quote that lists items, quantities and the documents each one comes with. Items that need registration in your country are flagged so you can start the filing.
- Check. Before payment you can ask for samples, a video inspection of the goods and a review of ingredient lists, labels and origin statements against what your importer of record needs.
- Proforma invoice and payment. Payment is by bank transfer against our proforma invoice. The terms are written on each quote.
- Consolidation and packing. Goods from different suppliers are received, counted and packed into one air consignment, labelled by item. For pre-orders, final quantities are confirmed after the broadcast and before purchase; a planned split or top-up shipment is packed as a separate consignment.
- Documents and shipment. You receive the commercial invoice, packing list and bill of lading, plus a certificate of origin when the goods qualify as Korean origin.
Export sourcing on Unboxing Korea is handled by HANA for U, a trading company based near Incheon, Korea. See the Korea export sourcing overview.
Frequently asked questions
Can I ship each pre-order directly from Korea to my followers?
It is possible for some unregulated items, but it has become costly and risky. The United States and the EU no longer admit low-value parcels duty-free, Indonesia applies a US$3 threshold, and each buyer becomes the importer of the product. For cosmetics, food and supplements a registered importer of record in the destination country is normally required, so a bulk import followed by local delivery is the usual route.
Do Korean products enter the United States duty-free under KORUS?
Many lines are free under KORUS when the goods qualify as Korean origin. Since 24 July 2026, however, an additional Section 301 duty applies to products of Korea so that the total rate is 12.5% where the normal rate is lower. A KORUS-qualifying cosmetic that would otherwise be free therefore pays 12.5%. The measure is being challenged in court, so check the current position with a customs broker before pricing.
How early should a product list be fixed before a broadcast?
For unregulated items, allow for supplier lead time, checking and packing in Korea, the flight and import clearance; air space from Korea can need booking up to two weeks ahead in the fourth quarter. For cosmetics, food and supplements, the list has to be fixed before your importer files the notification or registration, which is a separate and longer step.
Do I need the brand’s permission to sell its products in my live stream?
Selling genuine goods is not the same as being an authorised seller. Some brands restrict export or resale by country or platform, and platforms may ask for brand authorisation or supplier invoices before a branded listing goes live. Ask about distribution rights for your country before you order, and keep invoices that trace the goods to the brand’s distribution chain.
What disclosure do I need when I sell products I bought myself?
Rules differ by country. In the United Kingdom, creators must make clear when they own or work for the brand being promoted, and UK and US guidance require disclosure of payments, gifts and affiliate commissions. In the EU a creator who sells regularly is a trader and must identify the seller and respect consumer rights such as the 14-day right of withdrawal. Check the rules of each country your audience is in.
Can a certificate of origin be issued for everything in a mixed order?
No. Preferential duty rates apply only to items that meet the origin rules of the relevant agreement. Products bought in Korea but manufactured elsewhere are declared with their actual origin and pay the general rate. The origin document covers only the qualifying items.
Sources
- US International Trade Commission, “Harmonized Tariff Schedule of the United States”, https://hts.usitc.gov/ (accessed October 2026)
- Federal Register / Office of the US Trade Representative, “Notice of actions in Section 301 investigations (28 July 2026, document 2026-15181)”, https://www.govinfo.gov/content/pkg/FR-2026-07-28/html/2026-15181.htm (accessed October 2026)
- International Business Times, “Section 301 forced-labor tariffs and the Court of International Trade challenge”, https://www.ibtimes.sg/trumps-forced-labor-tariffs-could-affect-almost-every-import-heres-why-94462 (accessed October 2026)
- SBS News, “US imposes 12.5% tariff on South Korea under Section 301”, https://news.sbs.co.kr/english/article.do?news_id=N1008674009 (accessed October 2026)
- UK Government, “UK Trade Tariff (commodity lookups for 3304, 7117, 8516, 6109, 6110, 1905)”, https://www.trade-tariff.service.gov.uk/find_commodity (accessed October 2026)
- UK Government, “UK Trade Tariff, Northern Ireland service (EU tariff lookups)”, https://www.trade-tariff.service.gov.uk/xi/find_commodity (accessed October 2026)
- Japan Customs, “Customs tariff schedule of Japan, 1 April 2026”, https://www.customs.go.jp/english/tariff/2026_04_01/index.htm (accessed October 2026)
- Philippine Tariff Commission, “Philippine Tariff Finder”, https://finder.tariffcommission.gov.ph/ (accessed October 2026)
- Korea Ministry of Trade, Industry and Resources, “FTA status overview”, https://fta.motir.go.kr/ftamain/ (accessed October 2026)
- PwC Worldwide Tax Summaries, “Other taxes: Vietnam, Thailand, Indonesia, Philippines, United Arab Emirates, Japan”, https://taxsummaries.pwc.com/ (accessed October 2026)
- US International Trade Administration, “Indonesia country commercial guide: import tariffs”, https://www.trade.gov/country-commercial-guides/indonesia-import-tariffs (accessed October 2026)
- US International Trade Administration, “Indonesia country commercial guide: eCommerce”, https://www.trade.gov/country-commercial-guides/indonesia-ecommerce (accessed October 2026)
- US International Trade Administration, “Indonesia country commercial guide: labeling and marking requirements”, https://www.trade.gov/country-commercial-guides/indonesia-labelingmarking-requirements (accessed October 2026)
- Council of the EU, “EU customs: Council greenlights landmark reform”, https://www.consilium.europa.eu/en/press/press-releases/2026/09/03/eu-customs-council-greenlights-landmark-reform/ (accessed October 2026)
- Tech Times, “EU customs duty on low-value parcels from 1 July 2026”, https://www.techtimes.com/articles/319496/20260702/eu-customs-duty-hits-shein-temu-parcels-59-billion-imports-now-taxed.htm (accessed October 2026)
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- US Food and Drug Administration, “Modernization of Cosmetics Regulation Act of 2022 (MoCRA)”, https://www.fda.gov/cosmetics/cosmetics-laws-regulations/modernization-cosmetics-regulation-act-2022-mocra (accessed October 2026)
- US Food and Drug Administration, “Is it a cosmetic, a drug, or both?”, https://www.fda.gov/cosmetics/cosmetics-laws-regulations/it-cosmetic-drug-or-both-or-it-soap (accessed October 2026)
- US Food and Drug Administration, “Prior notice of imported foods”, https://www.fda.gov/food/importing-food-products-united-states/prior-notice-imported-foods (accessed October 2026)
- US Food and Drug Administration, “Registration of food facilities and other submissions”, https://www.fda.gov/food/guidance-regulation-food-and-dietary-supplements/registration-food-facilities-and-other-submissions (accessed October 2026)
- European Commission, “Cosmetic Product Notification Portal”, https://single-market-economy.ec.europa.eu/sectors/cosmetics/cosmetic-product-notification-portal_en (accessed October 2026)
- UK Government, “Making cosmetic products available to consumers in Great Britain”, https://www.gov.uk/guidance/making-cosmetic-products-available-to-consumers-in-great-britain (accessed October 2026)
- Health Sciences Authority, Singapore, “ASEAN Cosmetic Directive”, https://www.hsa.gov.sg/cosmetic-products/asean-cosmetic-directive (accessed October 2026)
- IATA, “Lithium batteries”, https://www.iata.org/en/programs/cargo/dgr/lithium-batteries/ (accessed October 2026)
- US Federal Trade Commission, “FTC’s Endorsement Guides: what people are asking”, https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking (accessed October 2026)
- European Commission, “Influencer Legal Hub”, https://commission.europa.eu/live-work-travel-eu/consumer-rights-and-complaints/influencer-legal-hub_en (accessed October 2026)
- UK Competition and Markets Authority, “Social media endorsements: being transparent with your followers”, https://www.gov.uk/government/publications/social-media-endorsements-guide-for-influencers/social-media-endorsements-being-transparent-with-your-followers (accessed October 2026)
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- TikTok, “Branded content policy”, https://www.tiktok.com/legal/page/global/bc-policy/en (accessed October 2026)
- Associated Press via Yahoo Finance, “TikTok ends retail business in Indonesia after ban on social media shopping”, https://finance.yahoo.com/news/tiktok-shop-indonesia-stops-comply-070247028.html (accessed October 2026)
- PYMNTS, “TikTok and GoTo combine eCommerce businesses in Indonesia”, https://www.pymnts.com/commerce/ecommerce/2024/tiktok-and-goto-combine-ecommerce-businesses-in-indonesia/ (accessed October 2026)
- The Korea Herald, “Over 37,000 counterfeit K-beauty products blocked online this year”, https://biz.heraldcorp.com/article/10880049 (accessed October 2026)
- The Korea Herald, “Fake K-beauty products busted”, https://www.koreaherald.com/article/10877107 (accessed October 2026)
- The Korea Herald, “US tops China as No. 1 destination for K-beauty exports”, https://biz.heraldcorp.com/article/10892267 (accessed October 2026)
- Air Cargo News, “Ocean congestion and tariffs could see more Q4 air cargo volumes”, https://www.aircargonews.net/supply-chains/2026/10/ocean-congestion-and-tariffs-could-see-more-peak-air-volumes/ (accessed October 2026)
This guide is general information, not legal, tax or customs advice. Brand and product names belong to their owners; no affiliation is implied.
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