Coupang's US Lobbying Expands to Alliance, Security Issues

The Hankyoreh reports on Coupang's increasingly sophisticated and expansive lobbying campaign in Washington D.C. Our investigation reveals that the South Korean e-commerce giant is no longer just focusing on trade disputes but is actively weaving its concerns into the fabric of the US-South Korea alliance and broader security discussions. This strategic shift is evident in their significantly increased spending and their outreach to high-level US administration officials, including the White House and the National Security Council.

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The lobbying activities of Coupang, which have expanded to the US political sphere, have been confirmed through official documents to have extended beyond routine issues to encompass the ROK-US alliance and security issues.

Coupang's lobbying expenditures nearly doubled in the first quarter of 2026, reaching approximately $1.8 million. This surge in spending is accompanied by a broader network of external lobbying firms, indicating a more aggressive and multifaceted approach. The company is not just spending more money; it is strategically reframing its issues. While previous lobbying focused on 'trade promotion,' the current narrative emphasizes 'strengthening economic and trade ties between allies,' explicitly including South Korea, Taiwan, Japan, the UK, and the EU. This suggests a deliberate effort to position any administrative or judicial actions by the South Korean government as detrimental to the alliance itself.

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Coupang spent a total of $1.785 million on lobbying through multiple Washington lobbying firms in the first quarter of 2026.

The expansion of Coupang's lobbying targets beyond Congress to key administrative bodies like the Vice President's office, the Presidential Office, and the National Security Council is particularly noteworthy. This indicates an attempt to influence policy at the highest levels, leveraging personal connections and potentially framing their trade issues within a national security context. The involvement of former high-ranking officials as lobbyists further underscores the seriousness and strategic depth of Coupang's campaign. From a South Korean perspective, this highlights the significant influence multinational corporations can wield in shaping bilateral relations and the complex interplay between economic interests and geopolitical alliances.

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Strengthening economic and trade ties between allies such as the United States, South Korea, Taiwan, Japan, the United Kingdom, and the European Union.