​S. Korean online shopping giant Coupang rolls out premium fresh ingredient delivery service

SEOUL -- Coupang, the South Korean counterpart of Amazon, has rolled out a premium fresh ingredient delivery service to compete with rivals including Market Kurly, a food ingredient shopping mall known for its overnight delivery.

The online shopping service operator said in a statement on September 16 that it has opened its new service section called "FINE TABLE" to offer premium fresh food ingredients such as lobsters and king crabs, fruits, bread and Korean premium-grade beef.

Coupang launched "Rocket Fresh," an overnight fresh ingredient delivery service, in 2018. The service soon gained the favor of working mothers who do not have enough time to go shopping at megastores or supermarkets. The service offered a variety of affordable ingredients ranging from salad vegetables to meat and seafood.

Meanwhile, Market Kurly garnered popularity with quality ingredients that are delivered the next day after an order is made. The food ingredient delivery service delivers fresh ingredients and meal kits, ready-to-eat or easy-to-cook meal packages favored by young working consumers.

The brand value of Coupang and Market Kurly has increased this year thanks to the COVID-19 pandemic, as their services were favored by those who prefer to stay at home to prevent infection. Sales of Coupang in May rose 13.5 percent from a year ago. The pandemic has helped middle-aged consumers to engage in online shopping activities.