From Kyoto with Colors: The Story Behind SOU・SOU
SOU・SOU is a vibrant textile brand from Kyoto, Japan, known for its pop and colorful designs inspired by the changing seasons in Kyoto and traditional Japanese aesthetics. With a mission to proudly “create a new Japanese culture,” SOU・SOU blends time-honored materials and techniques with modern lifestyle sensibilities.
The brand name “SOU・SOU” comes from a familiar Japanese phrase often used in daily conversation “sou sou” a gentle expression of empathy and harmony. This spirit is woven into every product, offering a fresh take on Japanese style that fits naturally into everyday life. Rather than replicating traditional kimono patterns, SOU・SOU reinterprets them with a modern twist, allowing customers to experience the essence of Japan’s seasons through design.
Crossing Borders: How Coupang Opened the Door to Korea
SOU・SOU’s journey into Korea began with heartfelt messages from Korean customers expressing their desire to shop on Coupang. Despite efforts through social media and online sales, reaching Korean audiences proved challenging until the Coupang Global Marketplace team reached out.
As a Korean native, SOU・SOU’s team members already trusted Coupang’s convenience and reliability. That personal connection gave the brand the confidence to take the leap. Once onboard, SOU・SOU was amazed by how easily and closely they could connect with Korean customers. Coupang allowed the brand to reach the audiences they couldn’t access through their own website, making their presence in Korea feel more tangible and impactful.
Growing Together: A Partnership That Sparked Success
Navigating cultural differences and fast-changing trends in Korea was no easy feat. But Coupang didn’t just offer a marketplace; they became true partner. From product suggestions to localization support, the Coupang Global Marketplace team provided consistent, thoughtful guidance.
Since launching on Coupang, SOU・SOU has seen remarkable growth. Korean traffic to their own website increased, and they even secured a deal with a select shop. In less than a year, Coupang has become SOU・SOU’s largest sales channel in Korea, accounting for roughly 50% of their Korean sales. In the first half of 2025, their sales achievement was nearly five times higher than their total sales in 2024.
Learning the Korean Customers: Insights That Drive Successful
SOU・SOU discovered that Korean customers respond quickly and collectively to trending products. Among Coupang’s many tools, the online chat support stood out, offering real-time, human assistance that made a big difference from day one. This hands-on support helped SouSou adapt quickly and confidently to Korea.
Beyond Sales: Coupang as a Catalyst for Asia Expansion
Selling on Coupang opened SOU・SOU’s eyes to the vast potential of overseas commerce. Their success sparked interest in expanding further into Asia, including channels like Shopee. Coupang became more than a marketplace; it became a trusted partner that thinks alongside the brand.
This journey wasn’t just about sales growth. It gave SOU・SOU the confidence to believe in their competitiveness in Korea and motivated the team to keep growing. For SOU・SOU, the most important thing is sharing their brand’s message and Coupang offers a meaningful way to connect with customers across cultures.
Moments That Matter: Connecting Across Cultures
One customer review captured the heart of SOU・SOU’s mission:
“I was planning to go all the way to Japan just to buy this bag, but thanks to Coupang, I could get it here and save the cost of a plane ticket!”
SOU・SOU isn’t just expanding; they’re building bridges. Through Coupang, they’re sharing the value of their brand and connecting with people in a way that transcends borders.
