Daigou

What is Daigou?

Personal shoppers who buy in one market — typically Korean duty free or Olive Young — and resell into China outside official channels. Historically a large share of Korean beauty volume, and a source of both inflated sell-in numbers and pricing chaos in the destination market. Treat daigou-driven volume as demand you cannot forecast on.

At a glance

Category

Marketing & claims

Also known as

따이공(구매대행)

Korean term

따이공(구매대행)

Last reviewed

July 23, 2026

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