From Japanese mayo to century-old U.S. salt, Coupang broadens global offerings
The e-commerce giant expanded Rocket Jikgu with more than 600 brands from the United States, Japan and Hong Kong, broadening hard-to-find food, beauty and household offerings for Korean shoppers.
Delivery trucks wait at a Coupang logistics center in Seoul.YONHAP
Kewpie mayonnaise from Japan, Aptamil infant formula from Hong Kong and a 200-year-old salt brand from the United States are among the global brands Coupang has added to Rocket Jikgu, its overseas direct-purchase service, as the e-commerce company expands partnerships with local brands across the three markets.
More than 600 new global brands have joined the service from those markets so far this year, Coupang said Monday. The company launched Rocket Jikgu for U.S. products in 2017 and has since extended the service to Hong Kong and Japan.
From the United States, the additions include J.Q. Dickinson Salt-Works, a 200-year-old premium salt brand run by the seventh generation of a salt-making family in West Virginia, which entered the Korean market for the first time through Coupang.
Arizona-based supplement manufacturer 21st Century HealthCare, a 35-year-old company, worked with Coupang to launch Heart & Harvest, a new brand developed for Korean consumers from late 2025, with a lineup now spanning some 20 products including omega-3, milk thistle and vitamin D supplements.
Other U.S. entrants include New Jersey skincare brand Karité, founded by women, Pennsylvania organic energy bar maker Kate's Real Food and supplement brand Carlson Labs.
Japanese products have drawn steady demand in food and beauty. Ryukakusan candies, Momoya chili oil, Kewpie mayonnaise, Daisho's tataki cucumber sauce and Shiroi Koibito, a staple of duty-free shopping, are selling well, the company said.
Employees working in J.Q. Dickinson Salt-Works’ salt production facility in the United States.COUPANG
In beauty and household goods, the lineup includes the Keana Nadeshiko rice mask and Club's pressed powder, both popular at Don Quijote stores in Japan, Fino shampoo and household goods maker Iris Ohyama, which sells shelves, tables, water bottles and camping chairs.
Hong Kong offerings have expanded into infant formula and snacks, including Aptamil, the formula brand of France's Danone, Australian wellness brand Swisse and premium coffee brand Bacha Coffee.
Coupang said it plans to continue introducing small and midsize brands that are well regarded in their home markets but hard to find through Korean retail channels. Wow membership subscribers receive free shipping on Rocket Jikgu orders of a single item.
"Coupang is working to promote trade with countries including the United States, Japan and Hong Kong while expanding product choice for Korean consumers," a Coupang representative said. "We will continue to discover brands with excellent quality and price competitiveness from around the world to provide customers a differentiated direct-purchase shopping experience."
