Coupang, South Korea’s dominant e-commerce platform, is rebranding as an American company amid intensifying regulatory scrutiny. Once heralded as the nation’s “Amazon,” the firm now emphasizes its Delaware-based parent entity to navigate probes by 10 domestic agencies over a data breach exposing personal data of nearly two-thirds of South Korea’s population. This pivot coincides with its lobbying efforts in Washington, where interim CEO Harold Rogers attended Donald Trump’s State of the Union and testified before the House Judiciary Committee. $33.5bn in 2025 revenue and Seattle-anchored operations underpin its push to frame the case as U.S.-South Korea trade tensions, drawing comparisons to Apple and Google’s antitrust battles with the EU.