K Cube Ventures has pumped $680,000 into Zaiseoul, a South Korea-based travel advice service for Chinese tourists.
The Series A investment will be used to expand the brand further into China and help strike partnerships with Chinese online travel agencies.
The company's core service is a detailed information portal for Chinese travellers considering a visit to South Korea, such as accommodation, visa requirements, local payment options, shopping destinations, attractions, restaurants.
Since the company's focus is the outbound China market, currently a third of employees are Chinese.
Zaiseoul has a number of competitors in the Chinese market, including Tuniu (recently went public), ByeCity (recently raised $20 million), Shijiebang (recently acquired Tukeq), Ukubang, Weego.me, Yiqifei, Aoyou, Uzai, and Lvmama.
Zaiseoul was founded in 2010 by two Korean entrepreneurs, Kyungjun Lee (co-CEO) and Jaeyoung Jang (co-CEO).