Arizona-based 21^st Century and Coupang collaborating on new supplement brands in South Korea

Coupang, a U.S. technology company based in Seattle, and 21^st 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, 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 21^st 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 21^st 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.

21^st Century HealthCare – Arizona roots and global aspirations

21^st Century started out 35 years ago primarily as a distributor of U.S.-manufactured health supplements in Asia. Over the past three-and-a-half decades, the company has become one of the leading supplement producers in the U.S. and exports its products to more than 40 countries worldwide. Working with Coupang to develop new private label brands is just one example of the company’s efforts to reach new markets and new customers.

John Horsefield, VP of Operations at 21^st Century, has been at the company for 27 years. He points to the culture of the company as the secret of its success. “We do everything as a team to make these products from start to finish,” said Horsefield. “We weigh them out, blend them, manufacture them, package and distribute them all around the world. We take pride in producing high-quality products and helping to improve people’s health and their lives.”

Coupang and 21^st Century looking ahead to new brands and new markets

As Heart & Harvest branded supplements begin to take off with customers in Korea and beyond, the teams at Coupang and 21^st 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.”