The Japan Consumer Direct team plays a pivotal role in delivering wide selections of great quality products directly from Japan to global customers, mainly in Korea and Taiwan. We recently had the opportunity to sit down with Rika at our Ebisu Office in Tokyo to learn more about how the team is bringing Coupang’s mission to life.
Read on to see how Rika and her team are delivering exceptional service and products that truly “wow” the customers.
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Originally from Japan, I studied business in the U.K. and returned to Japan to join one of the largest online retailers in the world. I spent over 15+ years in e-commerce revolutionizing online shopping for customers in Japan.
Then I learned about Coupang, the largest online marketplace retailer in Korea and its Rocket Jikgu, also known as Rocket Overseas service. Rocket Overseas is a cross-border e-commerce service that allows Korean and Taiwanese customers to purchase overseas products — particularly from Japan, the U.S., China, and Hong Kong — with the same convenience and speed as domestic shopping. 
This March, we proudly launched our business in Japan. Today, we feature a vast catalog of products. While HPC (health & personal care), food, and beauty are among the favorites, our selection spans a wide range of categories to meet every need. We're still ambitious, working every day to connect even more local sellers with global customers.
Japan currently has the largest follower base on Coupang, and we’re continuing to deliver diverse Japanese products to our customers. 
Our team builds solutions across Coupang’s two-sided marketplace — supporting both sellers and shoppers to ensure the best possible experience.
For our customers in Korea and Taiwan, we focus on maximizing selection. It’s rewarding when they discover unique Japanese products, especially when those products meet high standards of quality and keep them coming back for more.
On the seller side, we help Japanese brands expand their reach beyond domestic borders. These range from well-established brands to innovative startups.
Operational excellence is at the heart of everything we do. From order placement to delivery at the doorstep, our goal is to deliver a seamless and satisfying customer experience.
Over the years, I’ve built strong, direct relationships with major Japanese brands. Many of them offer prestige products, but also have lesser-known brands that aren’t yet available outside Japan. When they express interest in bringing those to Coupang and not other channels, it’s incredibly meaningful — it reflects trust, and I’m driven to helping them succeed.
I’m also actively building new partnerships with promising startups, onboarding them to Coupang so they can easily reach global customers.
This is an exciting time to enter the market. Korean and Taiwanese customers are enthusiastic about Japanese products, and Japanese sellers are eager to expand — but many don’t know where to start. That’s where our team comes in. We’re here to guide and support them every step of the way. Helping our customers succeed is at the heart of what we do.
Everything I do is driven by a desire to 'wow' our customers and bring joy to everyone around me — sellers, shoppers, customers, and my team. It’s worthwhile when someone discovers a unique Japanese product through Coupang — that moment of delight is my happiness too.
I’m passionate about introducing more Japanese products to the global market, ensuring they meet high standards, so customers keep coming back. I’m constantly thinking about how Coupang Japan can deliver that “wow" experience.
Our mission is to help Japanese manufacturers and brands grow their business in Korea, and we’re committed to making that journey as smooth and successful as possible.
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We are currently hiring FC Manager for Coupang Japan.
Learn more about Coupang Marketplace: https://globalsellers.coupang.com/jp/
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