What 10X10 does

10X10 (텐바이텐) is a Korean online lifestyle shopping mall and multi-vendor marketplace founded in 2001 and headquartered in Seoul, South Korea, curating design-forward products across 15 categories including design stationery, digital/phone accessories, furniture, home fabrics, decor, kitchen, food, fashion, beauty, jewelry, pet supplies, toys, and camping. The platform serves Korean consumers — predominantly women aged 20–40 who value aesthetic, emotionally resonant lifestyle goods — alongside 360+ third-party vendors and independent designers that sell through the marketplace. 10X10 monetizes via marketplace commissions and sales margins (acting as a 통신판매중개자 for third-party sellers), direct product sales for branded and exclusive items, gift card sales (5-year validity, up to 100만 KRW monthly purchase cap), a five-tier membership program (VVIP, VIP GOLD, VIP, RED, WHITE) with up to 1.3% mileage, an Enirental rental-to-own service for furniture and appliances in partnership with KG이니시스, gift wrapping at ₩2,000 per order, and supplementary services such as Gifticon exchange.

The platform is built on standard e-commerce infrastructure hosted on AWS, with integrated Lotte Global Logistics (텐바이텐배송) operating from a Pochun fulfillment center to support a 30,000 KRW free-shipping threshold. Marketing is multi-channel: Instagram (@your10x10), Facebook, YouTube, email newsletter, a mobile app (iOS/Android) promoted via ₩3,000 new-install coupons, the Brand Street curated vendor showcase, themed promotional events, offline retail events at the Daehakno flagship and Sinjeju Jeju stores, and a customer gratitude community board. Strategic differentiation is anchored in licensed IP collaborations with Sanrio, PEANUTS, Disney Edition, Warner Bros., and Pokémon, combined with an assortment of independent Korean designer brands such as iconic, Wannathis, LIVEWORK, and Be on D/suatelier. On 2025-12-31, 주식회사 텐바이텐 completed an absorption merger into parent company 주식회사 백패커 (Backpacker Co., Ltd.); the 10X10 brand continues to operate under Backpacker with Kim Dong-hwan (김동환) as Representative Director.

Name

10X10

Legal name

주식회사 백패커 (주식회사 텐바이텐 absorbed-mergered into 백패커 as of 2025-12-31)

Website

https://10x10.co.kr

Company type

Private

Founded year

2001

Operating status

Acquired

Headcount range

251–500 employees

Short description

10X10 (텐바이텐) is a Korean online lifestyle marketplace founded in 2001, curating design-forward stationery, home goods, fashion, and licensed character merchandise across 15 categories for 360+ vendors and design-conscious Korean consumers.

Ownership category

akta.pro rank

Product category

Online Lifestyle Marketplace

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)

akta.pro secondary industry

Digital Goods, Subscriptions & Gift Card Marketplaces (BPAMAGAG)

Keywords

• Online lifestyle marketplace
• Design stationery retail
• Curated brand marketplace
• Character merchandise ecommerce
• Rental home furnishings

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Marketplace Commission / Sales Margin: 10X10 operates as a multi-vendor marketplace. Individual sellers (입점업체) sell products on the platform; 10X10 acts as a 'communication sales broker' (통신판매중개자) and earns margin on sales. The site explicitly states it is not the seller for products from individual sellers.
2. Direct Product Sales: 10X10 also sells products directly, particularly for certain branded and exclusive items.
3. Gift Card Sales: Prepaid gift cards (기프트카드) sold in denominations with a 5-year validity. Valid for online and offline purchases at Daehakno and Sinjeju stores.
4. Membership Program Revenue: Tiered membership (VVIP, VIP GOLD, VIP, RED, WHITE) drives repeat purchases through escalating discount and benefit tiers.
5. Rental Service (이니렌탈): Monthly rental service for furniture, appliances, and home goods with rental periods from 24 to 48 months. Operated in partnership with KG이니시스 for payment processing.
6. Gift Wrapping Service: Paid gift wrapping service at 2,000 KRW per order, including gift messaging.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

10X10 operates a multi-vendor online lifestyle marketplace offering curated design stationery, home goods, fashion accessories, digital products, character merchandise and camping gear across 15 product categories. The platform acts as a communications sales broker (통신판매중개자) connecting 360+ independent Korean brands and major IP licensors (SANRIO, PEANUTS, Disney, Warner Bros, Pokémon) with consumers, complemented by a mobile app, a tiered membership program, gift cards, gift wrapping, and an Enirental monthly rental-to-own service for higher-priced furniture and appliances.

Product overview

10X10 (텐바이텐) is a curated online lifestyle shopping platform operated by 10X10 Company (주식회사 백패커 following a December 2025 merger), offering design-forward products across 15 categories: design stationery, digital/phone accessories, design appliances, furniture/storage, fabric/home goods, decor/lighting, kitchen, food, fashion apparel, fashion accessories, beauty, jewelry/watches, Cat&Dog, toys/hobbies, and camping. The platform's core product is the 10X10 online shopping site (https://10x10.co.kr/), complemented by a mobile app for on-the-go shopping. The ecosystem includes a gift card system (valid 5 years, usable online and at the Daehakno branch), a coupon book (delivering tiered bonus coupons and brand/product-specific discount coupons to members), a gift wrapping service (₩2,000 per gift), and a five-tier membership program (VVIP → WHITE) offering bonus coupons, mileage (up to 1.3%), free shipping thresholds, and birthday coupons. An offline presence spans the Daehakno flagship and Sinjeju stores. A rental-to-own service (Enirental) enables installment payments over 24–48 months for furniture and appliances. The Brand Street (브랜드 스트리트) section curates over 360 vendor brands including licensed character brands (Sanrio, Disney Edition, PEANUTS, pickles the frog) and independent lifestyle designers. Additional services include a Gifticon exchange and a non-member email newsletter.

Differentiator

Problem solved

Functional benefit

Brands

• 텐바이텐 기프트카드: Gift card service offered by 10X10 with 5-year validity, usable at both online and offline stores.
• 텐바이텐 멤버십카드

Products and services

• 10X10 Online Shopping Platform (텐바이텐) Curated online lifestyle shopping marketplace offering design-forward stationery, home goods, fashion accessories, digital items and lifestyle products across 15 categories, combining direct sales with a third-party vendor marketplace aggregating 360+ brands.
• 10X10 Mobile App Dedicated iOS/Android mobile shopping application distributed via QR code or SMS link, offering app-exclusive 3,000 KRW new-install coupons and full marketplace functionality.
• 10X10 Gift Card (텐바이텐 기프트카드) Prepaid gift card delivered via mobile message, sold in denominations, valid for 5 years across online and offline (Daehakno branch) redemption channels with 1,000,000 KRW monthly purchase limit per person.
• Gift Wrapping Service (선물포장 서비스) Paid gift packaging service available for Tenbyten-direct shipped items at 2,000 KRW per gift, including personalized gift messaging, with multiple items combinable or separable per order.
• Enirental Rental Service (이니렌탈) Monthly rental-to-own installment service for higher-priced furniture, appliances and bedding (brands such as Edeun, Eten, Chereshome and Zaria) with 24-48 month rental periods and ownership transfer after commitment, operated through partnership with KG이니시스.
• Gifticon Exchange Service (기프트콘 교환) Digital gift certificate exchange service that redeems received gifticon authentication numbers for 10X10 products, with out-of-stock items converted to platform deposit funds usable across the site.
• 10X10 Daehakno Branch (텐바이텐 대학로점) Flagship offline retail store in Seoul's Daehakno (College Street) district featuring brand zones (Peanuts, Disney), gacha machines, pop-up events and in-store exclusive merchandise, open Mon-Thu 12:00-21:00 and Fri-Sun 11:00-22:00.
• 10X10 Sinjeju Branch (텐바이텐 신제주점) Offline retail store in Jeju City serving as the island's 10X10 location, operating daily 12:00-22:00 and offering the full lifestyle product assortment.
• 10X10 Membership Program (텐바이텐 멤버십) Tiered membership program with five levels (VVIP, VIP GOLD, VIP, RED, WHITE) evaluated on a rolling 5-month window of purchase frequency and amount, awarding bonus coupons, mileage up to 1.3% of purchase amount, free-shipping thresholds and birthday coupons.

Quantifiable outcome

• Membership tiers based on purchase activity (VVIP at 3M+ KRW, VIP GOLD at 500K+ KRW, VIP at 200K+ KRW, RED at 100K+ KRW) drive customer loyalty and repeat purchases
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

22 partnerships are on record, tiered core.

• (주)백패커 (Backpacker)coreStrategic or Co-development Partner · 31 December 2025Tenbyten (텐바이텐) merged into Backpacker (주식회사 백패커) via simplified merger effective December 31, 2025. All assets, liabilities, rights and obligations of Tenbyten were assumed by Backpacker. This is a parent-subsidiary merger combining the two companies under common control. Post-merger, Tenbyten brand continues operating as before.
• SANRIO (산리오)coreStrategic or Co-development PartnerLong-standing partnership for SANRIO character merchandise on 10X10. Dedicated SANRIO X 10X10 brand shop on Brand Street with 11,023+ product catalog. Exclusive character products including Hello Kitty, Kuromi, Pochacco, and other Sanrio favorites in stationery, kitchen, home goods, and fashion categories.
• PEANUTS / Peanuts WorldwidecoreStrategic or Co-development PartnerPEANUTS X 10X10 brand shop featuring Snoopy and Charlie Brown merchandise. 8,935+ product catalog including stationery, home goods, and fashion. 75th anniversary eco-bags featured. Dedicated Snoopy zone at Daehakno offline store.
• Disney (디즈니)coreStrategic or Co-development PartnerDisney Edition X 10X10 brand shop featuring vintage Disney characters. 15,406+ product catalog. Includes Disney x Handmade Artisan collaborations ('공방산책') with 7+ Korean craft artisans. Ongoing collaborations across home goods, kitchen, stationery, and fashion.
• Warner Bros (워너브러더스)coreStrategic or Co-development PartnerPartnership for Warner Bros. character merchandise, including Powerpuff Girls collaborations featured at the gift wrapping service page with limited-edition products.
• Pokémon (포켓몬)coreStrategic or Co-development PartnerPokémon Scale World collection featuring Pokémon from both Johto and Kanto regions. Products include figures and collectibles across all major Pokémon characters. Brand exclusive products.
• iconic (아이코닉)coreChannel Partner/ Reseller/ DistributorOne of 10X10's largest Brand Street vendors with 21,598+ products. Brand story emphasizes 'Icon of All Yours' — creating products that become user's personal icons. Sells planners, diaries, bags, stickers, and lifestyle accessories through exclusive Brand Street shop.
• LIVEWORK (라이브워크)coreChannel Partner/ Reseller/ DistributorLifestyle design brand featured on Brand Street with 2,305+ products. Brand positioning: 'slow silent spiritual... livework' — creating products with thoughtful care, sensory details, and warm stories. Known for Little Things (리틀띵스) brand products including picnic mats, rugs, and home accessories.
• Wannathis (워너디스)coreChannel Partner/ Reseller/ DistributorDesign stationery brand on Brand Street with 13,787+ products. Tagline: 'Expressing what you want.' Focus on diary, planner, sticker products with Korean and alphabet sticker designs. Brand emphasizes personal expression and daily journaling culture.
• pickles the frog (피클스더프로그)coreChannel Partner/ Reseller/ DistributorCharacter brand on Brand Street with 544+ products. Features mugs, tumblers, and lifestyle accessories with the pickle frog character. Promotional collaborations and limited-edition products.
• Be on D / suatelier (슈아뜰리에)coreChannel Partner/ Reseller/ DistributorDesign studio on Brand Street (suatelier / 슈아뜰리에) with 10,898+ products. Brand Street PICK featured brand. Offers unique design stationery and lifestyle products.
• 롯데글로벌로지스 (Lotte Global Logistics)coreTechnology or IntegrationPrimary logistics partner for 텐바이텐배송 (10X10 Direct Shipping). Handles fulfillment from Pochun (포천) logistics center. Delivers products to customers via Lotte Express. Part of payment processing infrastructure.
• KG이니시스 (KG iNIsis)coreTechnology or IntegrationPayment processing partner for credit card and cash payment transactions. Also provides 이니렌탈 (rental) service infrastructure for the monthly rental offering.
• 엔에이치엔페이코 (NHN Payco)coreTechnology or IntegrationPayment processing partner for credit card and cash payment transactions on the platform.
• 토스페이먼츠 (Toss Payments)coreTechnology or IntegrationPayment processing partner enabling Toss payment method for customers. Supports one-password checkout for convenience.
• NICE평가정보 (NICE Evaluation Information)coreTechnology or IntegrationIdentity verification and real-name authentication service (실명/본인인증) required for member registration. Partnered for secure member onboarding per Korean law requirements.
• 한국모바일인증 (Korea Mobile Authentication)coreTechnology or IntegrationMobile identity verification service for member registration and authentication. Provides I-PIN and real-name verification (실명/본인인증) for secure account creation.
• 인포뱅크 (Infobank)coreTechnology or IntegrationSMS messaging service provider for order confirmations, delivery notifications, and marketing communications to customers.
• CJ올리브네트웍스 (CJ Olive Networks)coreTechnology or IntegrationProvides KakaoTalk notification service integration for order updates and marketing messages via KakaoTalk channel.
• Amazon Web Services (AWS)coreTechnology or IntegrationCloud infrastructure provider for data storage and platform hosting. AWS is the hosting provider for 10X10's e-commerce platform.
• (주)플러스에이컴퍼니 (Plus A Company)coreTechnology or IntegrationLogistics handling partner (물류 대행) for order fulfillment operations alongside Lotte Global Logistics.
• Kakao / Google / Naver / Facebook / ApplecoreTechnology or IntegrationSNS login integration partners. Members can sign up and log in via KakaoTalk, Google, Naver, Facebook, and Apple (Apple login available on app only). Simplifies member onboarding and reduces friction.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Coupang: Korea's largest e-commerce platform with broad assortment across all lifestyle categories including Rocket delivery; relevant as the dominant generalist marketplace competing for the same Korean consumer wallet.
• SSG.com: Shinsegae Group's online retail platform spanning department store assortment, groceries, and lifestyle goods; comparable in operating a Korean multi-category retail destination with curated brand assortment.
• Auction (eBay Korea): Korean multi-vendor auction and fixed-price marketplace covering toys, hobbies, collectibles, and lifestyle merchandise; overlaps with 10X10's broader lifestyle and IP merchandise marketplace.
• Etsy: Global curated marketplace for independent designers and lifestyle goods across stationery, home, and gifts; thematically comparable to 10X10's curated marketplace of 360+ Korean independent and IP brands.
• Market Kurly: Korean next-day delivery platform for groceries and curated lifestyle essentials; comparable in serving design- and quality-conscious Korean consumers with a premium curated assortment.
• Naver Shopping (Smartstore): Naver's flagship search-driven shopping destination and SMB marketplace covering categories from stationery to home goods; broadly comparable multi-category marketplace serving Korean consumers.
• Gmarket / eBay Korea: Long-standing Korean generalist online marketplace offering consumer goods, collectibles, and lifestyle items across many categories; comparable in operating a broad Korean multi-vendor marketplace.

Direct peers

• 29CM: Korean premium curated lifestyle marketplace that aggregates independent and designer brands in fashion, home, and beauty; comparable to 10X10 in operating a curated multi-vendor marketplace targeting design-conscious Korean consumers.
• W Concept: Korean online platform curating domestic and international lifestyle/fashion brands for discerning consumers; similar curated marketplace structure and design-led assortment philosophy as 10X10.
• Kakao Gift (Daum KakaoGift): Korea's leading gifticon/gift certificate platform with mobile-first digital gifting and broad brand partnerships; directly comparable to 10X10's gift card, gifticon exchange, and gift wrapping services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/10x10x2010
• Facebookfacebook.com/your10x10
• Instagraminstagram.com/your10x10
• Xx.com/your10x10

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 10X10