Key global brands and products available through Coupang Inc's Rocket Direct Import service. [Coupang Inc]
Key global brands and products available through Coupang Inc's Rocket Direct Import service. [Coupang Inc]

Coupang Inc is deepening partnerships with local brands across the United States, Japan and Hong Kong to expand its lineup of popular Rocket Direct Import products.

The company said Monday that the number of new global brands entering its Rocket Direct Import platform from overseas has exceeded 600 this year. Coupang Inc first launched the direct import service targeting the US market in 2017 and has since expanded it to Hong Kong, Japan and other markets.

The company has been actively seeking out brands with strong local reputations. A standout example is J.Q. Dickinson Saltworks, a premium salt brand with a 200-year history that began full-scale sales through the platform this year. The brand, based in West Virginia and now in its seventh generation of family ownership, entered the South Korean market for the first time through Coupang Inc.

21st Century, a health supplement manufacturer with 35 years of history based in Arizona, has also launched a new brand in collaboration with Coupang Inc. Called Heart & Harvest, the line was tailored to Korean consumer preferences and currently offers more than 20 products, including omega-3, milk thistle and vitamin D supplements.

Other US brands available on Coupang Inc's Rocket Direct Import include Karite, a women-founded skincare brand from New Jersey; Kate's Real Food, an organic energy bar brand from Pennsylvania; and health supplement brand Carlson Labs.

Among Japanese offerings, Ryukakusan throat candy, Momoya's chili oil — a product from one of Japan's leading condiment brands — and Kewpie mayonnaise have been drawing strong interest. Taisho's tataki cucumber sauce, which lets shoppers easily recreate a Japanese izakaya-style cucumber dish at home, and Shiroi Koibito, a perennial must-buy at duty-free shops, are also proving popular.

In beauty and lifestyle products, Nadeshiko Keana Rice Mask and Club Suppin Pressed Powder — both sold at Japan's Don Quijote stores — along with hair care brand Fino shampoo have been gaining traction. Demand for everyday household products, including lifestyle brand Iris Ohyama, has also been consistently strong.

The Hong Kong direct import lineup is expanding across a wider range of categories, including infant formula and snacks. Aptamil, a well-known French infant formula brand with strong global recognition, Swiss dietary supplements from a global wellness brand, and premium coffee brand Bacha Coffee have also been attracting consumer attention.

Coupang Inc plans to actively introduce more small and midsize brands gaining word of mouth in their home markets. "We will continue to discover brands with outstanding quality and price competitiveness from around the world to provide a differentiated direct import shopping experience," a company official said.


soho0902@heraldcorp.com