Chinese livestream sellers turn South Korean streets into online shops for ‘authentic’ goods

Chinese livestream vendors are increasingly selling fashion products on South Korean streets, promoting them as authentic goods at lower prices. This trend has surged in areas like Myeong-dong, with sales rising three- to fourfold in six months. Vendors showcase products live, often selling out quickly due to competitive pricing. While this method boosts sales and authenticity perception, it has drawn criticism from local merchants for obstructing walkways and creating noise.