Arthur on building beauty brands at Coupang: Why the challenge is worth it

When I decided to join Coupang, I chose based on one criterion: whether the work is intellectually engaging. Roles with genuine complexity and challenge are far more compelling to me than those that are predictable. Coupang offered exactly that — an operating environment where nothing is static and where decisions have real, immediate impact. 

A company that moves faster 

My previous experience spans several industries in Taiwan, and Coupang’s cadence is materially different from all of them. Our environment changes rapidly — faster than most organizations are accustomed to — and it requires the ability to adapt just as quickly. This pace isn’t occasional; it’s foundational. We build as we move, and for people who value development, the learning curve here is steep in the best possible way. 

Meaningful work carries intensity. A role without challenge rarely produces growth, and the high expectations at Coupang are a direct reflection of the impact we aim to create. 

Building from zero 

A core aspect of my role is shaping how brands — particularly beauty and counter brands — present themselves on Coupang. This involves sustained, detailed conversations with brand partners: clarifying the image we aim to build, the consumer experience we prioritize, and the differentiated value we can deliver. Trust is earned over time, not granted upfront. 

The work I lead today began without precedent. No established model. No inherited roadmap. We started from zero. The real satisfaction comes not from one milestone but from watching an entire category gain structure, momentum, and long-term direction. 

Beauty brands care deeply about two fundamentals: how their brand is represented and the quality of the consumer journey. That aligns directly with the strategy Coupang is building. 

A global company in practice 

Coupang’s global nature is tangible. Taiwanese consumers can access a broader, more diverse range of international products than they typically encounter in the local market. At the same time, as a Fortune 150 company, our global footprint shapes how we operate every day. 

Within the organization, our teams represent multiple markets and working styles. Collaboration becomes an advantage — diverse backgrounds create more angles, stronger debates, and ultimately better decisions. During a recent visit to the Korea office, I saw firsthand the high level of specialization there. The exchange of market insights was immediately applicable to my work, and I brought those learnings back to our Beauty Team and related functions in Taiwan. 

Working in an environment that is not just structurally global but operationally global is something I take pride in. 

Executing through cross-functional alignment 

Many of our initiatives begin as ideas that seem difficult — sometimes even unrealistic. But once broken down into incremental steps, they become feasible. One of the most meaningful aspects of my role is aligning multiple teams toward a single outcome. When cross-functional teams move together with clarity and purpose, that collective alignment becomes a primary driver of progress. 

To future Brand Managers at Coupang Taiwan 

For those considering joining Coupang, I think mindset is the most important ingredient. This is an environment for people who want accelerated growth, cross-functional exposure, and the opportunity to build rather than maintain. At Coupang, change is constant, and that’s exactly why the growth is fast. 

My current focus is ensuring the successful launch and stabilization of the initiatives my team is building. I believe these efforts have the potential to materially shift expectations within Taiwan’s retail landscape. And as always, the work moves forward one step at a time.