CJ Funshop, Korea's iconic vertical commerce platform, closed after 23 years

Funshop was a pioneering Korean vertical commerce platform launched in 2002 with the concept of a 'toy store for adults.' It carved out a unique niche in Korea's e-commerce market by curating kidult, hobby, and collectible products — from designer toys and figurines to premium stationery and lifestyle gadgets. It built a loyal community of enthusiasts who valued its distinctive product selection and curated discovery experience.

In 2017, Funshop was acquired by CJ ENM through its subsidiary Brandworks Korea (formerly Artworks Korea). Despite significant investment, the platform struggled as the e-commerce landscape shifted. The rise of Chinese e-commerce giants AliExpress and Temu eroded Funshop's price competitiveness on imported goods, while Coupang dominated general e-commerce with faster delivery. CJ ENM announced the service termination effective 1 March 2025, after the company failed to find a buyer and concluded that continued operation was no longer viable.

Funshop's closure was seen as a bellwether for Korea's vertical commerce sector — specialty online malls that had survived for decades suddenly found themselves squeezed between Korean platforms and Chinese discounters. Other kidult and hobby e-commerce sites like Babosarang and 1300k faced similar pressures.