How can you grow your supplement business through cross-border ecommerce? Coupang and 21st Century HealthCare are here to show you how.
Coupang and 21st Century HealthCare, a Tempe, Arizona-based health supplement manufacturer, are collaborating to launch new supplement brands to market and distribute to Coupang customers in Korea via cross-border ecommerce, where the nutritional and supplement market is valued at $9.1 billion and the broader wellness market is valued at more than $74 billion.
“21st Century sells supplements all around the world, and Coupang has broad and deep knowledge of South Korean and Taiwanese customers, making this a perfect partnership,” said John Dempsey, head of New Product Development at Coupang. “We needed a partner that would be willing and able to meet our requirements for the highest quality ingredients, so we sought out 21st Century to help us do that based on their capabilities, pricing, and speed-to-market.”
The first brand to come to market is Heart & Harvest, which offers a wide variety of supplements focused on daily vitamins and minerals, metabolic and energy support, joint and cardiovascular essentials, gut health and inner beauty trends for the consumers Coupang serves.
“We met the Coupang team at a trade show in Chicago in 2025 and started exploring opportunities to create boutique supplement brands that would be responsive to the needs of Coupang’s customers,” said Kirk Neal, CEO of 21st Century. “Today, we’re producing 12 new products for Heart & Harvest. Working with Coupang has been great because they know their markets so well and can help create products that will really resonate with customers around the world.”
Coupang serves millions of customers in 190 countries and regions globally, including Korea, Taiwan, Japan, Europe and the U.S. The company helped facilitate more than $5 billion in overseas sales of U.S. goods and services in 2025 alone, working with thousands of American companies and brands. The company uses innovative technology and AI-driven logistics to deliver an exceptional shopping experience for its customers, including greater consumer choice, lower prices and faster delivery times.
As Heart & Harvest branded supplements begin to take off with customers in Korea and beyond, the teams at Coupang and 21st Century are already looking ahead to creating more new brands and exploring the possibility of expanding into additional markets in the future.
“This collaboration between two great American companies represents an opportunity to build new brands together and to help customers on their wellness journeys, whether it’s in South Korea, Taiwan or any of the other markets we serve,” said Dempsey. “Long-term, our goal is to bring best-in-class products from the U.S. and offer them to as many customers as we can in markets around the world.”
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Coupang, Inc. | Coupang and 21st Century HealthCare growing supplement business in Korea
