Coupang customers in South Korea can now directly purchase products from Japan, thanks to the e-commerce platform’s expansion of its overseas direct purchase service, The Korea Economic Daily reported.

With Japanese products now available through the Rocket Jikgu direct purchase service, customers can now purchase food from brands such as Nissin, Meiji, LeTao, and AGF, and beauty items from brands such as Senka, Bioré, Fino, Tsubaki and P&G Japan.

Home improvement brands Ishida, Joseph Joseph, and stationery products from Zebra, Mitsubishi, and Pentel will also be available on the platform.

The company first launched Rocket Jikgu in the US in 2017 and has been expanding the direct purchase service since.

The South Korean online retailing giant has then added China to its Rocket Jikgu network in 2021 and Hong Kong in 2022.

Last year, the Japanese overseas direct purchase market grew by 11 percent, with food purchases surging about 45 per cent.