KB News Desk
E-commerce giant Coupang said Monday that hundreds of global brands have joined its cross-border shopping service, Rocket Jikgu, broadening Korean shoppers’ access to brands with a following abroad.
Launched for US products in 2017, the service has since expanded to include goods from Japan and Hong Kong. More than 600 new brands have signed on this year alone, extending Coupang’s lineup beyond food and supplements to beauty and fashion, the company said.
Exemplifying the push is J.Q. Dickinson Salt-Works, a 200-year-old salt maker from West Virginia, which built a reputation among American chefs for its deep flavor and made its Korean debut through Coupang this year.
Also from the US, Coupang has brought in skincare brand Karite, organic snack bar maker Kate’s Real Food and supplement brand Carlson Labs. In partnership with Coupang, Arizona-based health supplement maker 21st Century launched a new brand last year built specifically for Korean consumers, Heart & Harvest.
Japan has been just as strong across food and beauty, with Ryukakusan candies drawing steady demand alongside Momoya’s chili oil and Kewpie mayonnaise, two staples from Japan’s leading seasoning brands. Beauty and household goods have performed well too, led by Don Quijote favorites and everyday items from value-priced brand Iris Ohyama, the company said.
The lineup of imports from Hong Kong has grown to include infant formula and snacks from French formula brand Aptamil, wellness brand Swisse’s dietary supplements and premium coffee brand Bacha.
Coupang said it will keep bringing in small and mid-size brands that have strong buzz abroad but little presence in Korea’s conventional retail channels. Coupang Wow members get free shipping on cross-border orders regardless of size.
“Coupang is working to boost trade with the US, Japan, Hong Kong and other countries while expanding choices for Korean consumers,” a company official said. “We’ll keep finding brands worldwide that combine quality with competitive pricing to deliver a distinctive shopping experience.”
