CJ O Shopping is launching a 24-hour TV shopping channel in Thailand. The company announced on Sunday that the channel starts broadcasting on Monday to over 12 million households across the Southeast Asian country. The channel has already opened in China, India, Japan and Vietnam.

Under the joint venture with Thai media group GMM Grammy, CJ O Shopping aims to achieve W38 billion in sales in 2013, and W170 billion in 2016.

Other Korean home shopping channels have also made inroads into the Asian market. GS Shop set up shop in China this year, while Lotte Home Shopping launched its channel in Vietnam. They see the Southeast Asian market as being attractive due to the high demand for Korean products spurred by the broad sweep of the Korean Wave.