The Korea Times
The streets of Myeong-dong in Seoul are still calm at 9 a.m., untouched by the day’s rush — except for a group of livestreamers already busy talking to their viewers. They are not street performers, as one might expect in a busy commercial district. Instead, a group of three stands beside a small cart, showcasing hats and jackets in front of a smartphone mounted on a tripod. “This hat model was newly released in early April, and I’m the only one selling it online,” one of them, who gave her name as Yi, said. “Now, if you comment ‘1’ in the livestream, I’ll prioritize your order and make sure it’s shipped through a faster delivery service.” Yi is a Chinese reseller living in Seoul. She and her team primarily source hats and clothing from MLB, a brand popular among Chinese consumers, in Korea, and then sell the items to customers in China through livestreams on Douyin, China’s version of TikTok. Reselling has long been entrenched in China, driven by a growing middle class in the nation seeking overseas goods. It is not illegal in China as long as the sellers report
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