Overseas, business opportunities may be everywhere. Even the most niche fields can become the new blue ocean for cross-border e-commerce.

Recently, a seemingly niche category—Tuke products—has quietly emerged on overseas social media, sparking a fascinating collision between culture and commerce.

01 The Rise of Tuke Internationally

On TikTok, Tuke, this ancient Chinese cultural heritage, has gained unexpected popularity. Some bloggers’ videos have even surpassed millions of views,#Tuke-tagged videos have reached an astonishing 137,000.

This Tuke craze has allowed some visionary sellers to sense business opportunities. They have established independent e-commerce sites dedicated to overseas consumers, such as uniquefengshui, buy-fengshui, Tuke Beginner, Tuke Tricks, and others.

Take uniquefengshui as an example. This independent site not only popularizes Tuke knowledge but also cleverly combines products with cultural connotations, attracting overseas consumers to purchase its high value-added Tuke goods.

Through careful operation, the site'smonthly visits have exceeded 52,000, with estimated annual revenue reaching several million US dollars.

At the same time, Tuke products on cross-border e-commerce platforms such as Amazon are also selling well. Items like compasses, bells, crystals, toad statues, and money trees often sell over a hundred units per month, with generally high user ratings.

So, why can these seemingly ordinary "metaphysical" products achieve such great results in overseas markets?The answer lies in cultural resonance and the fulfillment of psychological needs.

Although there are significant differences between Eastern and Western cultures, the longing for a better life is a universal human emotion. Tuke products carry not only material value but also cultural meaning, such as improving living environments and enhancing fortune. These meanings precisely touch the psychological needs of overseas consumers seeking inner peace and relief from anxiety.

Therefore, the hot sales of Tuke products are not accidental, but a natural combination of culture and psychological needs.

In addition, social media platforms like TikTok have played a great role in promotion. The spread of Tuke content has enabled more and more overseas consumers to learn about and accept this Eastern metaphysical concept.

Moreover, sellers can interact better with consumers, conveying the charm of Tuke culture and the value of their products. This not only helps to enhance brand awareness and user loyalty but also further expands market share, achieving greater business success.

02 The Potential of Niche Categories

In fact, Tuke products are just one example among many niche categories, and many other niche categories have shown great potential in the field of cross-border e-commerce. For instance, the Shenzhen cross-border brand "Jimu Yida" and its "3DMakerpro" have become hugely popular overseas with their 3D scanners, achieving monthly sales of millions of US dollars through their dedicated independent site.

Furthermore, with the popularity of social media, the photography accessories market is booming. The SmallRig brand has successfully stood out from this niche market with its personalized, differentiated product design and precise market positioning, achieving annual revenue of over 1 billion yuan.

These cases tell us that the blue ocean of cross-border e-commerce is not limited to popular categories. Niche markets also contain infinite possibilities. As long as you can accurately capture consumer needs, even the most niche products can find their own market. The future competition in cross-border e-commerce may not only be about popular tracks, but also about exploring and developing more niche tracks. Every unique need may give birth to a new business miracle.

Therefore, whether you are an independent site operator or a cross-border e-commerce seller, you should maintain keen insight and pay attention to those seemingly insignificant market gaps.

Perhaps the next blockbuster product is hidden in a niche field you have never noticed. Let us explore together, grow together, and witness the unknown business stories in the field of cross-border e-commerce.