Daiso

Name

Daiso

Legal name

(주)아성다소

Website

https://daiso.co.kr

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

10,001+ employees

Ownership category

akta.pro rank

Product category

Variety Retail / Discount Household Goods

NAICS

All Other Miscellaneous Retailers (45999)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro industry

PRIMARYCRAGAJAF

Daiso-Style Japanese Variety Stores

Consumer Products & Retail/General Merchandise & Department Stores/Variety Stores (Five-and-Dime / General Variety)

SECONDARYCRAEAGAE

Daiso-Style Japanese/Asian Variety Stores

Consumer Products & Retail/Discount, Club & Value Retail/Variety Stores & Five-and-Dime Retail

SECONDARYCRAEAAAD

Dollar + Multi-Price Point Value Retail (Dollar-Plus)

Consumer Products & Retail/Discount, Club & Value Retail/Dollar Stores & Extreme Value Retail

Keywords

• Variety retail
• Household goods
• Fixed-price retail
• Lifestyle products
• Discount retail

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Primary revenue stream from selling daily necessity products at fixed 1,000 KRW price point through company-owned and franchise retail stores. Also generates revenue through online Daiso Mall platform with delivery and pickup options.
2. Daiso Gift Cards: Prepaid gift cards sold at physical stores and online in denominations of 5,000 KRW, 10,000 KRW, 30,000 KRW, and 50,000 KRW. Valid for 5 years from purchase date.
3. Mobile Gift Certificates: Digital gift certificates available for purchase on Daiso Mall and KakaoTalk Gift service. Valid for 366 days from issue date with extension options.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Daiso is a Korean variety retailer operating approximately 1,500 physical stores and the Daiso Mall e-commerce platform, selling daily necessity products (household goods, stationery, kitchenware, beauty, seasonal and pet supplies) predominantly at a fixed 1,000 KRW price point. The company sources from 600+ domestic suppliers, distributes through company-owned and franchise stores, and introduces approximately 600 new products monthly.

Product overview

Daiso (다이소) is a Korean variety retailer operated by (주)아성다이소 (Asung Daiso), known for its fixed-price model where most products are sold at 1,000 KRW (with some higher-priced items). The company operates a network of over 1,500 physical retail stores across South Korea under a direct-operation, franchise, and distribution store model. Its primary online platform is Daiso Mall (다이소몰), which mirrors the physical store assortment with delivery services, member benefits, and exclusive online-only promotions and Daiso-DAY flash sales. Supporting financial products include the Daiso Gift Card (physical, in 5,000/10,000/30,000/50,000 KRW denominations) and the Daiso Mobile Gift Voucher (digital), both usable at directly-operated stores and Daiso Mall. The company also runs seasonal product lines and licensed collaborations such as the Disney Toy Story collection, and manages a membership/loyalty program with point accumulation and redemption.

Differentiator

Problem solved

Functional benefit

Products and services

• Daiso Mall (다이소몰) Official online shopping platform and mobile app offering the same products as physical stores, with delivery services (3,000 KRW shipping, free over 30,000 KRW), store pickup (200 KRW fee), membership point accumulation, and exclusive online promotions and Daiso-DAY flash sales. Targets general Korean consumers for daily household necessities and lifestyle products.
• Daiso Gift Card (다이소 기프트카드) Physical prepaid gift cards available in 5,000 KRW, 10,000 KRW, 30,000 KRW, and 50,000 KRW denominations, valid for 5 years from purchase. Usable at all Daiso directly-operated stores and Daiso Mall. Targets consumers seeking gift options for personal use.
• Daiso Mobile Gift Voucher (다이소 모바일 상품권) Digital gift vouchers purchasable through Daiso Mall and KakaoTalk Gift service, valid for 366 days from issuance, with validity extension available through customer service. Targets digital-first consumers.
• Daiso Membership (다이소 멤버십) Daiso's loyalty program offering 0.1% cashback points on purchases, redeemable at stores and online, with family grouping features for collective purchase benefits. Targets repeat general consumers seeking rewards.
• Toy Story Collaboration Products (다이소 토이 스토리) Disney Toy Story-themed product line developed in collaboration with Walt Disney Company Korea, featuring seasonal merchandise including toys, stationery, and home goods at Daiso's affordable price points. Targets general consumers, families, and Disney fans.

Quantifiable outcome

• 1 million daily customers visiting stores
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered flagship, minor and core.

• 월트디즈니 컴퍼니 코리아 (Walt Disney Company Korea)flagshipStrategic or Co-development Partner · 8 June 2026Collaboration for TOY STORY themed merchandise. Second wave of products launched in July 2026. Partnership creates themed products featuring Disney characters at Daiso's affordable price points, combining Daiso's retail expertise with Disney's popular IP.
• 굿네이버스 (Good Neighbors)minorGTM or Marketing Partner · 5 March 2026Partnership to support underprivileged female teenagers. Daiso donated 5,000 packs of sanitary products through the NGO for distribution to welfare-disadvantaged female youth.
• 깨끗한나라 (Kkeokkeun Nara)coreStrategic or Co-development Partner · 24 February 2026Partnership to produce affordable sanitary products including sanitary pads (10 sheets for 1,000 KRW, 100 KRW per sheet). Products are 100% domestically produced, with pricing up to 60% lower than existing Daiso prices. Partnership embodies Daiso's '균일가' (fixed price) and '천원정신' (1,000 won spirit) philosophy.
• 농협경제지주 (Nonghyup Economic Holdings)coreStrategic or Co-development Partner · 21 May 2024MOU signed for mutual cooperation and business expansion. Aims to promote joint growth between Daiso and Nonghyup through collaborative business initiatives. Partnership focuses on expanding business opportunities and shared growth between the two organizations.
• 고용노동부 부산북부지청 (Busan North Bureau, Ministry of Employment and Labor)minorStrategic or Co-development Partner · 29 March 2024MOU with Busan Hub Center for promoting safety culture. Partnership aims to expand workplace safety awareness and practices in logistics operations.
• 서민금융진흥원 (Korea Credit Foundation)minorGTM or Marketing Partner · 27 March 2024MOU for promoting youth savings account program. Joint marketing activities including Daiso mobile vouchers as prizes for events and promotional collaboration through Daiso Mall app banners.
• 마리에뜨 (Mariette)minorGTM or Marketing Partner · 4 August 2023Social enterprise partnership for donating kitchenware to underprivileged women. Daiso donated 85,000+ kitchen items (worth approximately 260 million KRW) through the organization to 8 institutions supporting women in need.
• 육군훈련소 (Army Training Center)coreStrategic or Co-development Partner · 17 December 2018Sister organization agreement for mutual support. Daiso provides comfort goods to soldiers, supports military families, and offers employment preference for outstanding soldiers. Military provides facility tours and patriotic education for Daiso employees.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Miniso: China-based global variety retailer offering lifestyle and household goods at affordable price points (typically $1-$10). Directly competes with Daiso in Korea and across Asia with similar breadth of SKUs, frequent new product launches, and a heavy reliance on IP collaborations to drive foot traffic.
• Five Below: US-based value retailer operating stores selling trend-right merchandise almost all priced under $5. Closely comparable to Daiso's 'everything for 1,000 KRW' model in assortment strategy, teen and family target market, and high product-velocity model.
• Dollar Tree: US-based multi-price-point variety and discount retailer operating thousands of stores. While US-focused, it shares Daiso's foundational value-retail concept of broad assortment at low fixed price points, particularly in consumables, household goods, and seasonal items.
• Flying Tiger Copenhagen: Danish variety chain with global footprint selling affordable lifestyle, home, and stationery goods. Comparable to Daiso on fixed low-price points, novelty-driven assortment, and strong appeal to mass-market consumers seeking everyday items.
• Daiso Japan (Daiso Sangyo): The original Japanese operator of the Daiso fixed-price variety store concept. Although a separate corporate entity from Korean Asung Daiso, it operates the same 100-yen (~1,000 KRW equivalent) value-store model selling household goods, stationery, and lifestyle items, making it the closest direct peer despite the lack of common ownership.
• Action (Action Service & Distributie): Europe's largest non-food discount retailer, operating thousands of stores across Europe with a constantly refreshed assortment of ~6,000 SKUs at low price points. Highly comparable to Daiso on product-velocity, surprise-and-delight merchandising, and value-store positioning.

Broad incumbents

• ALDI: Global hard-discount retailer operating thousands of stores with private-label assortment across food and non-food at fixed low prices. While primarily food-focused, its value-retail philosophy, private-label sourcing model, and constant product refresh provide a structural parallel to Daiso's low-cost supply and assortment strategy.
• Dollar General: US-based discount retailer operating thousands of stores focused on low-income and rural consumers. Operates a broader consumables-led assortment than Daiso, but shares the value-retail philosophy, small-box store format, and impulse-purchase category mix.
• Muji (Ryohin Keikaku): Japan-based global retailer selling household goods, apparel, and lifestyle products at accessible price points. While Muji positions more on design and minimalism versus Daiso's value focus, it overlaps heavily in category mix (kitchen, stationery, home, beauty) and serves a comparable mass-market customer.

Regional players

• Watsons Korea (A.S. Watson Group): Major health and beauty retailer in Korea operating hundreds of stores with a wide assortment of personal care, beauty, and household items. Overlaps with Daiso in beauty, household consumables, and impulse categories, serving a comparable Korean mass-market customer.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UChz7dY8O1jTD8bXGJ8JgXEA
• Facebookfacebook.com/daisolife
• Instagraminstagram.com/daisolife
• TikToktiktok.com/@daisolife
• LinkedInlinkedin.com/company/daiso-a-sung-corp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Daiso