According to South Korean media, actor Ma Dong-seok will continue as the ambassador for AliExpress Korea this year, marking the third year of collaboration between the e-commerce platform and the star. In recent years, AliExpress has rapidly expanded in South Korea, becoming the most important gateway for Chinese merchants entering the market. Data from South Korean research firm Wiseapp・Retail shows that in 2024, South Korean consumer spending on Chinese cross-border e-commerce platforms surged to 4.2 trillion Korean won ($3.05 billion), tripling from 2022, with AliExpress alone accounting for 85% of that volume.