Coupang scrambles after pricing error sells instant noodles at 10 cents each
A screenshot from an online community shows a now-deleted Coupang listing offering 36 packs of ramen noodle soup for 5,040 won on Wednesday. Captured from online community
A pricing glitch on Coupang late Wednesday night triggered a frenzy among online shoppers after the e-commerce giant mistakenly listed a box of 36 Nongshim ramen noodle soup bowls for just 5,040 won — amounting to only 140 won (about $0.10) per cup.
The alert spread quickly through online communities and parenting forums where users had set notifications for major discounts or sold-out items. Shoppers rushed to place orders before the price was corrected, taking advantage of Coupang’s next-day Rocket Delivery service.
Normally retailing for around 800 won per cup, the instant noodles were effectively being sold at clearance-level prices. The deal remained live until Coupang realized the error and reverted the product to its original price.
Coupang said the incident was caused by a human error that led to incorrect pricing on its Rocket Delivery system. While the company acted quickly to fix the mistake, many users had already secured orders.
One customer even posted proof of receiving 900 cups — nine boxes — in the early hours of the morning, paying just 126,000 won instead of the regular price of 720,000 won.
Online forums lit up with purchase confirmations and guides on how to buy the discounted noodles, while delivery drivers faced an unexpected surge in volume due to the sudden spike in orders.
Coupang said it is issuing refunds and 5,000 won in Coupang Cash to customers in areas where local warehouses ran out of stock. The company appears poised to absorb the financial loss resulting from the pricing mishap.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.