South Korean e-commerce giant Coupang drew widespread attention after mistakenly listing instant noodles at an exceptionally low price due to a pricing error.
According to the retail industry on May 22, a “hot deal” appeared on Coupang the previous day, offering a 36-pack of Yukgaejang Cup Noodles for just $3.73. This meant each cup was sold for about $0.10, despite the usual market price being around $0.74. The listing, clearly a typographical error, quickly spread through online communities and social media, prompting a surge in orders.
Initially, consumers were divided between skepticism—“There’s no way they’ll actually ship it at that price”—and hopeful speculation—“It’s Coupang, so they might just do it.” As some buyers began receiving their orders and posting proof online, the excitement grew even more intense.
The sudden spike in demand put significant strain on Coupang’s logistics network. Warehouse and delivery staff reportedly faced immense pressure as they struggled to handle the unexpected volume. Some part-time delivery workers even complained, saying, “I thought I was going to collapse.”
The mispriced product is now being sold at its regular price on Coupang, and the erroneous product page has been removed.
Coupang has announced that it will not charge any additional fees for orders already shipped or in transit, despite the pricing error. For customers whose orders were not fulfilled, the company will offer $3.70 in Coupang Cash as compensation.
