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A promotional banner for AliExpress’s "Brand Special Sale" campaign. / Courtesy of AliExpress

AliExpress announced on July 9 that it will run a "Brand Special Sale" through July 12. By featuring one key brand each day, the platform aims to provide a distinct shopping experience and accelerate its transition into a brand-centric marketplace.

Centering on the theme "The Joy of Discovery," the promotion highlights a single flagship brand daily, offering exclusive discount benefits. The event is structured to let consumers discover new trending brands and products every day.

The discounts span all categories, with a primary focus on computer and office supplies, consumer electronics, automotive accessories, outdoor and sports gear, home appliances, tools, and mobile phones and accessories. Alongside discounts of up to 60%, the sale offers promo codes worth up to 39,000 won depending on the total purchase amount.

Exclusive showcases for individual brands have also been tailored to match the preferences of Korean consumers. Camping gear brand Kinscoter is presenting seasonal appliances highly sought after in summer, such as portable and desktop fans. AULA is offering its mechanical keyboard lineup, including the F108 Pro, F87 Pro, and F99, at special prices, while West Biking is featuring cycling gear like carbon fiber pedals, bike headlights, and helmets.

Alongside this sale, AliExpress is pushing to strengthen the competitiveness of its brand offerings. Through "Brand+," a program dedicated to global brands, the platform has secured products from more than 1,500 global brands across major categories like electronics, beauty, and fashion.

Products under Brand+ consist of items that have undergone official authenticity pledges from sellers and inspections by independent, third-party verification agencies. This move aims to elevate product credibility—the most critical factor for consumers in the cross-border e-commerce market—and reinforce a reliable shopping experience for genuine goods.

"This Brand Special Sale was designed to enhance customer satisfaction by offering carefully selected global brand products at reasonable prices," an AliExpress official said. "The launch of Brand+ is also part of our efforts to build a user-centered, tailored shopping environment, and we will continue to provide an optimized shopping experience for Korean consumers."

                                                                                                         Lee Chang-yeon