From bean to bottle to Asia: Illinois-based Nielsen-Massey Vanillas thrives with Coupang

Honoring the craft of vanilla for generations, Illinois-based Nielsen-Massey is growing with Coupang in South Korea where consumers value flavor and tradition – one bottle at a time

For more than a century, Nielsen-Massey Vanillas has been dedicated to the art and science of producing high-quality, all-natural vanilla products. Founded in 1907 and headquartered in Waukegan, Illinois, this third-generation, family-owned business has built a reputation rooted in product purity and a deep respect for the vanilla-making process.  

“It means we have a long-term view and do what’s right for our people, our partners, our community and our legacy,” said Matt Nielsen, vice president of Strategic Initiatives at Nielsen-Massey Vanillas. “We’re only interested in producing the highest-quality products at all times and not in being the biggest producer.”

Today, with Coupang as a key partner, Nielsen-Massey is bringing that tradition to kitchens across South Korea.

“Coupang is an excellent growth engine for our eCommerce channel,” said Patrick Sullivan, eCommerce director at Nielsen-Massey. “It provides ever-growing brand awareness and loyalty in an important international market where Nielsen-Massey has plenty of opportunity for expansion as we continue to grow our brand globally.”

Expanding with Coupang

Nielsen-Massey’s expansion into the Korean market has been bolstered by its relationship with Coupang. “Coupang is willing to onboard a wide range of products and take a chance on launching new items,” Sullivan said, “allowing brands like ours to build out our ideal, full assortment for the Korean retail market and test new innovations as desired.”

The Coupang team helped Nielsen-Massey introduce a broad selection – more than a dozen products that now include best-selling vanilla extracts and specialty flavorings. “We added 18 new items and began investing more intentionally in marketing and promotion, driving a dramatic increase in sales growth,” said Sullivan. “This definitely established Coupang as a key international partner for our eCommerce channel.”

Coupang, which is based in Seattle and serves millions of customers in Korea, Taiwan, Japan and other markets, helps American businesses open direct sales channels into Asia, allowing them to grow their revenue by reaching new customers. Coupang helped drive the sale of more than $5 billion in U.S. goods and services in overseas markets in 2025, and uses innovative technology and logistics support to deliver an exceptional shopping experience for its customers.

“Success at Coupang is defined by the success of our selling partners and our customers,” said Coupang Vice President Bill Anaya. “We take immense pride in helping American creators – from small producers like Nielsen-Massey Vanillas to large corporations to local agricultural producers – reach a global stage. Our AI-backed export infrastructure is more than just a tool; it’s a growth engine that helps U.S. brands find new customers overseas and build stronger teams at home.”

Growth fueled by partnership

Since expanding its product range on Coupang, Nielsen-Massey has seen as much as 75% year-over-year sales growth in South Korea. Rise in demand has also helped increase the company’s workforce to about 100 employees in the last four years.

“Coupang gave us the flexibility to test new products and build a complete Nielsen-Massey experience for Korean consumers,” Sullivan said. This openness, combined with Coupang’s fast shipping and efficient logistics network, means that customers in Korea can receive their orders quickly and reliably, matching the quality experience of the product itself.

Coupang has not only provided Nielsen-Massey with access to one of Asia’s most engaged eCommerce audiences but also serves as a vital engine for brand awareness and growth in a region where demand for high-quality, natural ingredients continues to rise.

Continuing a Legacy

With deep family roots, a commitment to quality, and a willingness to innovate, Nielsen-Massey Vanillas is growing in the global marketplace. Its relationship with Coupang showcases how strategic digital partnerships can bring traditional, craft-driven products to new customers – connecting past and present through flavor.

As Nielsen-Massey continues to explore new markets and introduce new innovations, Korean consumers turn to Coupang to deliver the authentic vanilla experience this historic company has perfected over generations.