Coupang Adds Over 600 Global Brands to Rocket Jikgu Cross-Border Service
Key Takeaways
- •More than 600 overseas brands have joined Coupang's Rocket Jikgu cross-border shopping platform, broadening the variety of international products available to Korean consumers.
- •Rocket Jikgu, launched in 2017 for US products, now sources goods from the United States, Japan, and Hong Kong across categories including food, beauty, fashion, and supplements.
- •Notable additions include American heritage salt producer J.Q. Dickinson Salt-Works, Japanese brands such as Ryukakusan and Kewpie, and Hong Kong-imported products from Aptamil and Swisse.
- •Coupang differentiates its cross-border offering by curating internationally recognized small and mid-sized brands with limited availability in Korea and pairing them with its Rocket delivery infrastructure.
- •Coupang Wow members receive free shipping on cross-border orders of any size, enhancing the platform's value proposition for Korean shoppers.
Coupang announced Monday that more than 600 overseas brands have joined Rocket Jikgu, its cross-border shopping platform, significantly expanding the range of international products available to Korean consumers.
The move comes as cross-border e-commerce in South Korea — one of the world's largest online retail markets — has grown sharply, with platforms such as Alibaba's AliExpress also ramping up their presence among Korean shoppers. Rocket Jikgu was originally launched in 2017 for US-sourced products and has since been extended to include goods from Japan and Hong Kong. This year's influx of new brands has broadened Coupang's offerings beyond food and supplements into categories such as beauty and fashion, the company said.
Among the notable US additions is J.Q. Dickinson Salt-Works, a 200-year-old salt producer based in West Virginia that has earned recognition among American chefs for its rich flavor. The heritage brand made its Korean market debut through Coupang this year. Other US brands brought in include skincare label Karite, organic snack bar maker Kate's Real Food, and supplement brand Carlson Labs. Additionally, Arizona-based health supplement manufacturer 21st Century partnered with Coupang to launch Heart & Harvest, a new brand developed specifically for Korean consumers, last year.
Japanese brands have also seen robust demand across food and beauty categories. Ryukakusan candies continue to attract steady interest, alongside Momoya's chili oil and Kewpie mayonnaise — two products from Japan's leading seasoning brands. Don Quijote favorites and value-priced household items from Iris Ohyama have driven strong performance in beauty and everyday goods, Coupang reported.
From Hong Kong, the imported lineup has grown to encompass infant formula and snacks from French formula brand Aptamil, dietary supplements from wellness brand Swisse, and products from premium coffee brand Bacha.
Coupang said it intends to continue identifying small and mid-sized brands that enjoy strong reputations internationally but have limited availability through Korea's conventional retail channels. By curating such brands and pairing them with the fast delivery infrastructure that underpins its broader Rocket delivery service, Coupang aims to differentiate its cross-border offering from discount-focused competitors. The company noted that Coupang Wow members receive free shipping on cross-border orders of any 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."
