Coupang has positioned itself as "a company that increases Korean exports for American small businesses" to win over U.S. political circles, according to an analysis of the company's lobbying activities.
While Coupang's actual business base remains in South Korea, analysts say its strategy of addressing trade deficit concerns—a key priority for the Donald Trump administration—has proven effective.
On January 8 (local time), U.S. political news outlet Politico published an article titled "Most Americans have never used their website, but Coupang has become a player in Washington, D.C. anyway," analyzing the company's lobbying efforts.
Coupang told Politico: "Our sole objective is to promote American exports by helping U.S. producers sell their products to tens of millions of new customers across Korea, Taiwan, Japan, and more than 190 markets worldwide."
Politico reported that Coupang has focused on recruiting figures connected to Trump supporters and MAGA (Make America Great Again) circles. The company previously hired Alex Wong, former Assistant Secretary of State for East Asian and Pacific Affairs during Trump's first term and current Global Chief Strategy Officer at Hanwha Group, as a lobbyist. In 2019, Coupang also brought Kevin Warsh, former Federal Reserve governor whom President Trump nominated as the next Fed Chair, onto its board of directors.
Coupang's lobbying expenditures have grown rapidly. The company, which registered for lobbying activities in 2021, spent $3.3 million (approximately 4.8 billion won) on lobbying in 2024—more than double the amount from the previous two years. Coupang also donated $1 million to President Trump's second-term inaugural committee.
The company has shifted its lobbying firms from Democratic-leaning to Republican-aligned. In January last year, Coupang terminated its contract with Putala Strategies, which had ties to former President Joe Biden, and hired Miller Strategies, connected to House Judiciary Committee Chairman Jim Jordan (R-Ohio) and former Vice President Mike Pence. It also signed with Continental Strategies, linked to Secretary of State Marco Rubio.
An advisor to Coupang said the company is conducting "full-court pressing," adding that it is "using every possible method to exert influence in Washington, D.C."