Coupang Emerges as Washington Power Player Despite Low U.S. Brand Recognition

Amid growing concerns in Washington's political circles over South Korea's investigation into Coupang, attention is turning to the e-commerce giant's lobbying strategy in the U.S. capital.

Coupang is positioning itself as a company that "helps boost U.S. exports by selling American small business products to Korea and other markets"—a message tailored to the Trump administration's goal of reducing chronic trade deficits through increased exports.

Politico reported on May 8 that "most Americans have never used their website, but Coupang has nonetheless become a Washington player." The article comprehensively examined Coupang's lobbying activities and its emergence as a point of tension in U.S.-Korea relations. Such in-depth coverage of Coupang—rather than established Korean firms like Samsung or Hyundai operating in the U.S.—is unusual in American media.

In response to Politico's inquiries about Coupang's U.S. lobbying activities, spokesperson Erica Reynoso said: "We are grateful for our partners in the administration and Congress who are working to ensure that American-made products from our sellers across all 50 states have fair market access."

She added: "Our sole objective is to boost American exports by helping U.S. producers sell their products to tens of millions of new customers in Korea, Taiwan, Japan, and over 190 markets worldwide."

An anonymous source who previously provided consulting services to Coupang described the company's approach: "They're full-court pressing. They are very aggressive. They are deploying every method available to influence the debate in Washington."

Lobbying Spending More Than Doubles; Contracts with Top Firms

Politico noted that Coupang has focused on recruiting key figures, including those associated with the "Make America Great Again" movement. The company previously retained Alex Wong, former Assistant Secretary of State for East Asian and Pacific Affairs under Trump's first term, as a lobbyist. Wong currently serves as Global Chief Strategy Officer at Hanwha Group. In 2019, Kevin Warsh, a former Federal Reserve governor whom President Trump has nominated as the next Fed chair, joined Coupang's board.

Lobbying expenditures have increased rapidly. Since registering as a lobbyist in 2021, Coupang's spending reached $3.3 million in 2024—more than double the previous two years combined. The company also donated $1 million to the Trump second-term inaugural committee, and founder Bom Kim personally attended the inauguration ceremony at the Capitol last year. Coupang's lobbying expenditure in the previous year was $2.27 million.

The company has strategically adjusted its lobbyist contracts. In January last year, Coupang terminated its agreement with Putala Strategies, which had ties to former President Joe Biden, and signed with Miller Strategies—a firm connected to House Judiciary Committee Chairman Jim Jordan and former Vice President Mike Pence. Miller Strategies is currently regarded as the most sought-after lobbying firm in Washington. Coupang also contracted with Continental Strategies, which has ties to Secretary of State Marco Rubio, and added Monumental Strategies in June.

Coupang has joined U.S. business associations including the Computer & Communications Industry Association (CCIA) and serves on the board of the National Foreign Trade Council, a pro-free-trade organization whose members include Walmart, Visa, and Ford Motor Company.

"Coupang Deploying Every Method to Influence the Debate"

Politico reported that Coupang donated $100,000 to the Kennedy Center, which is currently being reorganized to align with President Trump's image. The company contributed a total of $198,978 to Democratic and Republican lawmakers and campaign committees last year, including $15,000 to Representative Jason Smith (R-Mo.), chairman of the House Ways and Means Committee, which holds significant authority over trade matters.