On September 24, 2025, Coupang, Inc. announced the launch of Lemme, a vitamin and supplement brand founded by Kourtney Kardashian Barker, on its platform. The announcement marks Lemme’s first direct expansion into the South Korean market, bringing its full spectrum of wellness products to Korean consumers.
The move expands Coupang’s product portfolio beyond its core e‑commerce offerings and positions the company to capture a share of the growing health‑and‑wellness segment in South Korea. By adding Lemme, Coupang adds a new category that can drive incremental sales and deepen customer engagement across its existing user base.
Coupang’s AI‑powered fulfillment and logistics network, which supports more than 10,000 U.S. brands, will handle the distribution of Lemme products to millions of customers in the Indo‑Pacific region. The company’s integrated logistics infrastructure is designed to deliver fast, reliable service, a key competitive advantage in the Korean market.
While the announcement does not include immediate financial metrics, the partnership represents a strategic expansion that could contribute to future revenue growth and enhance Coupang’s position as a diversified technology and commerce platform.
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