Coupang CEO Joins Dawn Deliveries: First Step Toward Better Ties With Politicians?

Harold Rogers, interim CEO of Coupang Inc., has followed through on a pledge he made at a parliamentary confirmation hearing by joining an early-morning delivery shift. The move is widely seen as an effort to hear directly from frontline workers while also improving relations with the political establishment.
According to Coupang Inc. on the 22nd, Rogers took part in a dawn delivery shift in Jungwon District of Seongnam City from 8:30 p.m. on the 19th until 6:30 a.m. the following day, alongside Democratic Party of Korea lawmaker Yeom Taeyeong. The event was arranged after Rogers accepted Yeom’s proposal during a parliamentary confirmation hearing in December last year. On the 19th, Rogers arrived at Coupang Inc.’s Yatap Coupang Logistics Services (CLS) delivery camp in Seongnam City wearing sneakers, ready for work.
After completing safety training, warm-up exercises, and loading work, each of them rode along with a Coupang Friend, a directly employed Coupang Inc. delivery driver, to carry out deliveries in areas dense with apartment buildings, villas, and single-family homes. They climbed the stairs of five-story walk-up villas with no elevators and personally delivered fresh bags, experiencing the full range of everyday tasks handled by delivery workers. After roughly 10 hours on the job, the two reportedly wrapped up the shift with an early-morning meal of bean sprout soup and rice at a restaurant in Seongnam City.
Right after the experience, Rogers stated, "I am proud of all our workers, including our delivery staff, who work hard for our customers," adding, "We will continue to do our utmost to create safe and advanced working conditions." Yeom commented, "I hope this will serve as an opportunity to directly feel the realities of working conditions on the ground and to improve them."
The retail and distribution industry views this move as a signal of a shift in Coupang Inc.’s external strategy. Given that a planned on-site inspection of a Coupang logistics center by members of the Environment and Labor Committee in 2024 was called off, sparking tensions, this joint field visit is being interpreted as a symbolic gesture aimed at mending ties with the political establishment.
Rogers, who took office in November last year to manage the fallout from the Coupang personal data leak incident, previously drew criticism for an unyielding attitude. During the confirmation hearing, he clashed with lawmakers over the use of an interpreter and responded to some questions by saying, "Enough," which fueled controversy. Since the beginning of this year, however, he has emphasized cooperation with Government of South Korea investigations and increased his on-site visits, signaling a shift in tone.
In parallel, Coupang Inc. is expanding initiatives aligned with government policy priorities, such as Coupang’s 99-won private brand line of sanitary pads, bulk purchases of agricultural products, and the Traditional Market Revitalization Project.
An industry source noted, "It appears that Harold Rogers is now actively trying to reshape his image through field-oriented management and a more humble approach, while easing tensions with the Government of South Korea and the political establishment."
clean@fnnews.com Lee Jeong-hwa Reporter