Guide · 6 min read · General information, not legal advice
1. Decide what the brand means in America
미국 포지셔닝 정하기
Korean shoppers and US shoppers often buy the same product for different reasons. Before translating anything, decide which problem the brand solves for an American customer and which hero product proves it.
Start with one or two hero products rather than the full Korean line. A focused launch is easier to explain, review and advertise.
2. Get the basics right before launch
출시 전 기본 준비
US labels, ingredient lists and claims follow different rules from Korea. Work with a regulatory specialist on FDA cosmetic requirements (including MoCRA registration and listing), and keep claims conservative — avoid drug-like language such as "treats" or "heals".
Plan logistics early: US importer of record, warehouse or FBA prep, and realistic lead times for restocking.
3. Choose the channel order
채널 순서 정하기
Amazon captures people already searching for a product. TikTok Shop creates demand through creators and short video. Shopify carries the full brand story and owns the customer relationship.
Most brands do not need all three on day one. A common order is Amazon or TikTok Shop first for traction, then Shopify for margin and loyalty — but the right order depends on the product and budget.
4. Localize the content, not just the words
콘텐츠 현지화
Direct translation rarely sells. US product pages need search-led titles, clear benefits, routines and real-skin imagery. Keep what makes the brand Korean — the ingredients, the ritual, the design — and explain it plainly.
5. Measure one scoreboard
하나의 성과표
Track revenue, ad spend and margin across every channel in one weekly view. Channel-by-channel reports hide whether the US business is actually growing.
6. The first 90 days
첫 90일
Days 1–30: positioning, listings, shop setup and launch content. Days 31–60: first ads, creator seeding and reviews. Days 61–90: double down on the products, creators and keywords that work, and cut the rest.