One Store Officially Starts Overseas Expansion... Launches Kwairawan Store in Taiwan

Partnering for Localized Optimization Strategy
Starting with Taiwan, Exploring the US, Europe, and Japan

Native application market One Store is accelerating its overseas expansion through local optimization. It is seeking to enter markets starting with Taiwan, followed by the United States, Europe, and Japan.

Jeon Dong-jin, CEO of One Store, attended a press conference held on the 28th at the SKT Tower Suprex Hall in Jung-gu, Seoul, and announced that the company is officially starting its overseas expansion based on optimized "hyper-localization" for each region. Photo by Jo Yong-jun jun21@

On the morning of the 28th, One Store held a media briefing at the SKT Tower in Jung-gu, Seoul, officially announcing the launch of 'Kwai Le Wan Store (a store that gathers joy together),' a local joint app market with its Taiwanese partner HappyTuk.

One Store plans to provide optimally customized services tailored to each country and region based on the technology and app market operation know-how accumulated from its domestic business. To this end, it has adopted a partnership model with influential local partners in the target regions. One Store provides the platform and content, while the partner company offers locally familiar brands, payment methods, and preferred marketing promotions.

HappyTuk, the partner in Taiwan, the first overseas expansion region, is the largest game publisher listed on the Taiwan Stock Exchange and owns 'MangoT5,' a game-specialized portal with over 4 million members.

Since June, Kwai Le Wan Store has been operating a pilot service. It provides HappyTuk's marketing capabilities and the most widely used payment methods locally on the One Store platform, with more than 200 games already listed. Despite being a pilot service, One Store reported that it has maintained rapid growth of over eight times the monthly average based on more than 20,000 store installations.

One Store selected Taiwan as its first overseas market considering market size and suitability. Taiwan's game market is advantageous for entry due to its high ARPU (average revenue per user) and the popularity of game genres such as role-playing games (RPGs), similar to the domestic market.

Yang Min-young, CEO of HappyTuk, said, “We have completed the listing of content popular among local players and will actively conduct marketing to help developers succeed,” adding, “HappyTuk will grow together as a gateway to export popular content to Taiwan in partnership with One Store.”

After Taiwan, One Store is pursuing a strategy to expand into key hub regions such as the United States, Europe, and Japan, and then extend to surrounding markets. One Store is already in detailed discussions with local partners in Europe and the United States and plans to announce results soon.

Additionally, One Store recently obtained approval from Apple for third-party app market operations. This is the first among domestic app markets, and leveraging this, One Store aims to enter the European iPhone operating system (iOS) market by 2025.

Meanwhile, One Store is securing the momentum needed for global expansion by expanding cooperation with various partners and attracting investments.

First, Epic Games is negotiating the listing of popular games such as 'Fortnite' on One Store. Nate Nanzer, Global Partnerships Head at Epic Games, said, “Epic Games looks forward to offering Fortnite, Rocket League Sideswipe, and the newly launched mobile version of Fall Guys on One Store,” adding, “We welcome One Store’s global expansion, which will provide Android users with new options to access mobile apps.”

Also, One Store raised 20 billion KRW in investment from Krafton in October last year and received an investment of approximately 10 million USD from mobile platform company Digital Turbine this year. Together with Digital Turbine, One Store plans to introduce 'Single Tap,' an advertising product that allows users to install games and apps with a single click without moving between app markets, for the first time domestically.

Jeon Dong-jin, CEO of One Store, stated, "Under the Hyper Localization strategy, One Store will partner with companies worldwide and compete on the global stage against exclusive global operators," adding, "We will grow into the most competitive app market worldwide by 2030."

This content was produced with the assistance of AI translation services.