Client
Zesty Paws (PDP)
Industry
Pets
Tags
E-commerce Activation
Building Zesty Paws' Localised Korean Product Pages for Naver & Coupang, from Competitor Research to a Reference PDP
Localised Brand Asset Creation
PDPs for All KR SKUs
Introduction
Zesty Paws, a leading US pet supplement brand, set out to enter Korea's fast-growing pet wellness market. Korean pet owners research supplement ingredients closely and form their trust in a foreign brand largely on the product page, where a global listing that has simply been translated rarely earns the same confidence as one built for the local market.
Zesty Paws partnered with expand k to plan and produce its localised Korean product description pages for Naver and Coupang, starting with a reference page that would set the standard for the full product range.
Challenges & Objectives
Zesty Paws already had strong global and Amazon product pages, but Korea is a different buying environment. Naver and Coupang have their own page formats and layout conventions, and Korean pet owners expect locally framed information around ingredients, safety, and usage. A direct translation of the existing pages would not carry the brand's credibility across.
The objectives were to develop a localised PDP approach grounded in how Korean listings actually work, to produce a first reference page the brand could approve and build on, and to set a repeatable structure for rolling out the remaining product lines.
Activities
expand k began by gathering Zesty Paws' product SKU details, assets, and information from its global and Australian sources, then researched Korean pet supplement competitors to understand how leading local listings are structured and what drives purchase confidence in the category. Rather than defaulting to a direct translation, the team tested both brand-focused and Korea-localised page directions.
From there, expand k produced the first full localised PDP for the Salmon Oil range, covering structure, content, and design, as the reference page for the wider range. This page set the localisation direction for the remaining product lines, with each page adapted for Naver and Coupang formats and built for how Korean pet owners read and compare products.
Results
Zesty Paws now has its first fully localised Korean product page, built from competitor research and local buying behaviour rather than translation, along with a repeatable, brand-aligned PDP structure to roll out across the full product range. The brand enters Naver and Coupang with pages designed for the Korean market from the ground up, rather than adapted as an afterthought.
expand k gave Zesty Paws a Korea-ready product page approach that holds its brand identity while speaking to how Korean pet owners actually buy, setting the foundation for a credible marketplace launch.
