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Coupang launches overseas direct purchase for Japanese products
A banner announces the launch of Coupang's overseas direct purchase service for goods in Japan and promotional sales to celebrate the new business. Courtesy of Coupang
By Ko Dong-hwan
Coupang has launched a new online channel whereby local consumers can purchase products directly from Japan with competitive prices and delivery periods within the country's online shopping market, according to Korea's major internet shopping platform, Monday.
The company, on the same day, introduced Rocket Jikgu, an overseas direct purchase (ODP) service for products from Japan. Coupang launched the same service for the United States in 2017, China in 2021 and Hong Kong in 2022.
The company's latest move came as it has seen an increase in ODP for Japanese goods in recent years. Citing the Korean Statistical Information Service, the country's ODP market for Japanese goods in 2023 increased by 11 percent compared to the previous year. Major products included fashion items, food products and household goods, with food product sales growing 45 percent from 2022.
Despite the growth trend, online platform services in Korea fell short of meeting the rising demand in terms of convenience, according to a company official.
"Korean shoppers experienced inconveniences because there have been only a handful of ODP services available in Korea for Japanese goods, and they were poor in terms of price competitiveness," the official said.
Coupang has made available various Japanese brands popular in Korea for Rocket Jikgu. They include food and snack products from Nissin, Meiji, LeTAO and AGF and household and beauty product brands like Senka, Biore, Fino, Tsubaki and P&G Japan. Renowned home and kitchen brands like Ishida and Joseph Joseph and stationery products from Zebra, Mitsubishi and Pentel are also among Korean shoppers' choices.
"For consumers who had to go through a cumbersome process to buy goods directly from Japan, we've expanded the service scope of Rocket Jikgu," the official said. "Going forward, we'll continue to make efforts to offer an extensive array of global products, leveraging Coupang's unique competitiveness in ODP services such as reasonable prices and fast delivery."
Coupang offered promotional events to celebrate the launch of Rocket Jikgu for Japan. It started issuing 3,000 won ($2.29) coupons to those purchasing 45,000 won or more of products from Japan through ODP. Selective Japanese products will also be offered with a one-day-only discount, while special prices will be offered in limited quantities for certain goods in different categories.