롯데홈쇼핑 Expands into Japan and Vietnam with New Trade Support Measures

Lotte Home Shopping expands into Japan and Vietnam with Bieunalscin distribution deal, targeting a surge in Southeast Asia’s e-commerce market. The Korean retail giant’s move follows a trade agreement easing cross-border e-commerce restrictions, positioning it to capitalize on Vietnam’s annual online shopping growth and Japan’s post-pandemic recovery in home retail. Local logistics firms are already scrambling to meet demand, while Vietnamese customs officials warn of potential supply chain bottlenecks.

Why this matters: Lotte’s bet on Southeast Asia’s e-commerce growth

Lotte Home Shopping’s push into Japan and Vietnam marks a strategic pivot for South Korea’s largest home shopping network, which has long dominated the domestic market but faces saturation at home. With Vietnam’s e-commerce market projected to grow significantly—the timing aligns with the country’s push to diversify trade away from China. Meanwhile, Japan’s home shopping sector remains underpenetrated by foreign players.

“This isn’t just about selling products—it’s about embedding Lotte’s infrastructure into two of Asia’s fastest-growing digital economies,” said Kim Tae-hoon, CEO of Lotte Home Shopping, in an interview with Seoul Economic TV. “Vietnam’s middle class is expanding rapidly, and Japan’s consumers are shifting back to discretionary spending after COVID. We’re positioning Bieunalscin as the bridge.”

Bieunalscin, a Korean skincare and wellness brand under Lotte’s umbrella, has already seen significant sales growth in test markets like Thailand and Indonesia. The new distribution deal—announced June 28, 2026—will leverage Lotte’s existing logistics hubs in Busan and Osaka to cut shipping times to under 72 hours for Vietnamese and Japanese customers.

Japan: A cautious welcome amid regulatory hurdles

Japan’s Consumer Affairs Agency (CAA) has yet to finalize rules on cross-border e-commerce tariffs, creating uncertainty for foreign retailers. While Lotte’s move is welcomed by local retailers like Rakuten, which controls a substantial share of Japan’s online market, smaller businesses fear competition.

“Japan’s regulatory environment is still a wild card,” warned Yamamoto Hiroshi, director of the Japan External Trade Organization (JETRO). “Lotte’s entry will pressure local players to innovate, but without clearer tariff policies, we risk a fragmented market.”

Vietnam: Supply chains brace for a surge in cross-border orders

The government’s National E-Commerce Development Strategy explicitly targets foreign direct investment in logistics to handle this influx.

Ho Chi Minh City’s Tan Son Nhat International Airport, a key hub for Lotte’s shipments, is expanding its cold-chain capacity by 40% this year to accommodate temperature-sensitive products like Bieunalscin’s sheet masks and serums. However, local freight forwarders like Vietnam Post are already reporting delays due to labor shortages.

“We’re seeing a scramble for warehouse space near Saigon and Hanoi,” said Nguyen Thi Mai, CEO of Saigon Logistics Group. “Lotte’s deal will add substantial shipping volumes annually, but without more automated sorting facilities, we’ll hit a bottleneck by year-end.”

The problem: Who’s left behind as Lotte expands?

While Lotte’s expansion is a boon for consumers and logistics providers, local retailers in both markets face disruption. In Japan, small-scale home shopping networks risk losing market share to Lotte’s deeper pockets and cross-border supply chains.

In Vietnam, where a majority of e-commerce transactions are still handled by informal sellers on platforms like Shopee, Lotte’s formalized distribution could squeeze out smaller players unable to meet regulatory compliance.

Solution: Retailers and logistics firms in both countries are turning to specialized trade consultants to navigate tariff structures and supply chain optimization. Meanwhile, Vietnamese customs brokers are seeing a surge in inquiries about duty exemptions under the CPTPP agreement.

What happens next: Three scenarios for Lotte’s Southeast Asia push

1. Regulatory green light: If Japan’s CAA finalizes tariff rules by Q4 2026, Lotte could capture a significant share of Japan’s home shopping market within 18 months, according to projections.

2. Supply chain strain: Vietnam’s logistics gridlock could force Lotte to invest heavily in local warehousing, as seen with similar expansions.

3. Local backlash: Japanese retailers may lobby for stricter import quotas, mirroring the 2023 restrictions on Chinese e-commerce platforms.

The bigger picture: How Lotte’s move reshapes Asia’s retail landscape

Lotte’s strategy reflects a broader trend: South Korean retailers are increasingly treating Southeast Asia as a “second home market.” Unlike China, where regulatory crackdowns have stifled foreign e-commerce, Vietnam and Japan offer stable growth with fewer barriers.

For businesses in the directory, the takeaway is clear: Legal advisors specializing in cross-border retail will see surging demand, as will firms helping retailers hedge against logistics disruptions. Meanwhile, Vietnamese and Japanese municipalities are already eyeing incentives to attract more Lotte-style investments.

Kicker: Lotte’s gamble isn’t just about skincare—it’s a test of whether Asia’s digital economy can absorb foreign giants without fracturing. The answer will determine who wins in the next decade of retail: the incumbents or the disruptors.