The global boom in “K-content” has led to a growing number of foreign fans turning to Korean secondhand marketplaces to purchase star photo cards and merchandise.

According to the “2025 Secondhand Report” released on the 22nd by Korean recommerce tech platform Bungaejangter, which analyzed last year’s transaction data on its platform, monthly active users (MAU) increased 735% year-on-year as of last year. This marked the highest growth rate on record and reflected a trend of rising global users. The number of global transactions last year rose 280% compared with the previous year.

Analysts say the domestic secondhand trading market is evolving into a “global cultural phenomenon” that transcends borders and generations. According to the report, a “Faker photo card” was sold to Syria, about 7,800 km away from Korea, while a K-beauty device was shipped to South Africa, some 13,000 km away. BTS merchandise was purchased from Paraguay on the opposite side of the globe. In the women’s apparel category, K-designer brands such as Glowny (No. 3) and Three Times (No. 4) ranked among the top sellers, leading the “K-fashion reverse direct-purchase” boom.

Intergenerational exchanges were also active. Transactions consistently bridged age gaps of up to 50 years, such as a seller in their 70s selling a Louis Vuitton bag to a buyer in their 20s, or a seller in their 20s selling a vintage Rolex to a buyer in their 70s.

A Bungaejangter representative said, “Younger generations who are not fixated on new products are characterized by their savvy recommerce literacy and circular consumption habits, in which they recoup spending and link it to new consumption,” adding, “We will continue to establish ourselves as a K-recommerce platform where users can easily and quickly find and purchase the items they want, transcending borders and language.”

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