NZ Origin Inc. was founded to launch Dr. Brian, the first in-house brand developed by US Pharmatech (USP) – a U.S.-based manufacturer specializing in health supplements. The brand’s namesake and co-creator, Dr. Brian Roettger, has been a pioneer in nutritional science and bio-hormonal health since 1977. His guiding philosophy combines scientific rigor, high-quality ingredients, and advanced manufacturing to produce superior supplements.
The Origin Story: A Brand of Pride and Purpose Anchored in the U.S., Expanding Worldwide
The Dr. Brian brand holds deep significance as USP’s first in-house venture – a milestone built on decades of expertise.
“He firmly believes that the foundation of high-quality dietary supplements lies in the synergy between scientific research, world-class ingredients, and advanced manufacturing technology,” said Dongjun Lee, CEO of NZ Origin Inc. “While he embraces innovation and adapts to the ever-evolving lifestyles of modern consumers, he emphasizes that true excellence begins with a commitment to fundamentals – especially when it comes to ingredient selection and product quality. This philosophy remains at the heart of the brand, which continues to grow under his guidance and vision.”
Dr. Brian supplements are manufactured by USP in Las Vegas, Nevada, where a team of approximately 150 employees supports the company’s extensive portfolio which includes tens of thousands of proprietary formulations and collaborations with well-known brands. USP maintains a strong global presence with key operations in Korea, Japan, China, and other countries.
The Coupang Connection: Growing Fast
NZ Origin, which has gained brand recognition in Korea in brick-and-mortar stores, launched on Coupang Rocket Overseas in March. “This collaboration is especially synergistic,” says Lee, noting that NZ Origin is closely located to Coupang’s U.S. logistics center. Since the Coupang Rocket Overseas launch, NZ Origin has seen as much as a 65% month-over-month increase in sales.
Dr. Brian’s Coupang offerings include Policosanol and rTG-form Omega-3, alongside newly launched items featuring advanced ingredients such as Benfotiamine, Silibinin Milk Thistle, and collagen.
“The growth is a result of the strong brand recognition of Dr. Brian combined with the powerful reach of Coupang’s Rocket Overseas service,” Lee said. “Our goal is to become one of the leading health supplement brands within Coupang’s Rocket Overseas category.”
Why Quality is the Brand’s North Star
As a distribution company directly operated by the health supplement manufacturer itself,
NZ Origin is able to stay true to the core philosophy of the brand without compromise, Lee said.
“The fact that it represents the manufacturer’s own brand serves as a strong advantage, offering clear trust and assurance in both quality and integrity,” Lee said. “We believe it’s essential to carefully select only high-quality ingredients and raw materials – as if we were preparing supplements for our own families.” This philosophy guides their sourcing, which includes premium components like Omega-3 and New Zealand Green-Lipped Mussel.
The New Zealand Green-Lipped Mussel is native to the waters of New Zealand. It includes vitamins, minerals, Omega-3 and Glycosaminoglycans, which are known for supporting joint health.
Since dietary supplements are meant to help fill nutritional gaps that may not be fully covered by daily meals, the purity and quality of the ingredients are of utmost importance.
“That’s why we value a development philosophy that stays grounded in the fundamentals, while still being responsive to evolving trends,” Lee said. “We believe this balance plays a key role in maintaining the quality our customers can rely on. Another strength of our brand lies in the fact that Dr. Brian is the in-house brand of USP which allows us to focus our resources on sourcing premium ingredients and enhancing product quality – something we take great pride in.”
What Coupang Means to NZ Origin
“Being listed as a Coupang-partnered brand in itself has significantly strengthened consumer confidence and laid a solid foundation for long-term growth in the Korean market,” Lee explained. “For U.S. companies considering entry into Korea, we highly recommend leveraging Coupang’s fast logistics, robust marketing infrastructure, and strong consumer trust as a powerful gateway into the market.”
Lee emphasized three things about working with Coupang:
1. Fast and Reliable Logistics
Coupang’s delivery has high customer satisfaction, which directly contributes to stronger brand trust and higher repurchase rates.
2. Robust Marketing and Customer Support Infrastructure
With a fully established marketing and customer service system in place, brands are free to focus more on product development and brand building.
3. Powerful Sales Channel
“Coupang is, in many ways, a ‘channel that sells,’ ” Lee said. “It consistently drives strong sales performance across virtually every product category.”
