Korean-headquartered online marketplace 11street has launched in Thailand.

Parent company SK Planet says 11street Thailand is the first Korean-owned eCommerce marketplace to open in the Southeast Asian nation.

An opening ceremony was held at Bangkok’s CentralWorld shopping centre this week, and prominent advertising livery has appeared on BTS stations to promote the brand.

Korean actor Song Joong-ki and Thai actress Mew Nittha, who feature in marketing for the business, attended the launch event.

Thailand is the fourth overseas market for SK Planet, a division of SK Telecom. It follows Turkey, Indonesia and Malaysia.

11Street Thailand will offer “millions of trendy high-quality products at competitive prices,” the company said.

“11Street will be a leading eCommerce firm that promotes the Korean wave in retail industry,” 11Street Thailand CEO Jeon Hong-cheol said. “We expect our entrance to Thailand will stimulate Korean manufacturers and ICT firms to make their presence felt in Southeast Asian markets.”