Incorporating a Korean entity is overkill for an initial entry. But handing it to a distributor means giving up 35–55% margin and your customer data. Here's how a proxy operations structure keeps the store under your own brand name.
Why you can sell without an entity
Opening a seller account on a Korean marketplace (Coupang, Naver, 11st, and others) requires a Korean business registration number — which is why an overseas brand can't open an account directly.
Plan B uses KONIVO's Korean entity as both Importer of Record (IoR) and Seller of Record (SoR). The account is opened under KONIVO's name, but the store name, brand, and product information stay exactly as your brand.
How it actually runs
Brand asset ownership
This is the question we get most: the account is under KONIVO's name, so is the store really mine?
Yes. The Master Service Agreement (MSA) specifies that brand assets belong to you. If the operating relationship ends, a 30-day transfer process moves the store account, customer data, review assets, and ad accounts to your designated entity.
Where Plan B stops making sense
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