Coupang announced on Monday that over 600 global brands have newly joined its Rocket Direct Purchase service in the U.S., Japan, and Hong Kong this year. The e-commerce giant aims to broaden choices for Korean consumers by introducing food, health supplement, beauty, and household brands that have gained recognition overseas.
The company is bolstering partnerships with top-tier international brands to expand its popular Rocket Direct Purchase offerings. Customers now have access to a wider array of options across various categories, including health foods, processed foods, agricultural products, beauty items, and fashion goods.
A standout example is J.Q. Dickinson Salt-Works, a premium salt brand with a 200-year heritage that ramped up sales this year. Run by a seventh-generation salt artisan family in West Virginia, this brand has garnered acclaim among American gourmets and chefs for its crisp texture and rich flavor. It recently made its Korean market debut through Coupang.
21st Century Health Care, a health supplement manufacturer with 35 years of experience based in Arizona, has launched a new brand called Heart & Harvest, tailored specifically for Korean consumers.
Other notable additions include Karite, a women-founded skincare brand from New Jersey; Kate’s Real Food, an organic energy bar brand from Pennsylvania; and Carlson Labs, a health supplement brand.
Japan is also making a strong showing across various categories, particularly in food and beauty. In the food sector, popular items like Yokgak-san throat lozenges, chili oil from the renowned Japanese condiment brand Momoya, and Kewpie mayonnaise are receiving positive feedback through Rocket Direct Purchase.
The beauty and household goods sector offers a diverse range of products. Japanese favorites such as Nadeshiko Keana Rice Mask and Club Suppin Pressed Powder from Don Quijote, along with Fino shampoo, are gaining traction among customers. The addition of the cost-effective household goods brand Iris Ohyama is meeting the steady demand for everyday essentials.
Hong Kong’s direct purchase offerings are expanding to include various categories such as infant formula and snacks. Consumers are showing interest in globally recognized brands like Aptamil, a renowned French infant formula; Swisse dietary supplements; and Bacha, a premium coffee brand.
Moving forward, Coupang plans to actively introduce small and medium-sized powerhouse brands that are gaining word-of-mouth popularity abroad but may not be readily available through conventional domestic retail channels. Wow members can enjoy free shipping with just a single Rocket Direct Purchase item.
The strategy is to transform Rocket Direct Purchase from an occasional overseas shopping option into a regular shopping channel by expanding beyond food and supplements to include furniture, camping gear, and other everyday items.
A Coupang spokesperson stated that it’s committed to boosting trade with countries like the U.S., Japan, and Hong Kong while expanding product choices for Korean consumers. It’ll continue to source high-quality, competitively priced brands from around the world to offer the customers a unique direct purchase shopping experience.
