The Ramen Riot: When Coupang Sold 36 Bowls for $5
Coupang accidentally listed 36 instant noodles for 5,040 KRW, triggering a viral buying frenzy. Discover what happened during Korea’s unexpected midnight ramen riot.
Introduction – A Midnight Madness Begins
On May 21, 2025, Coupang—the largest e-commerce platform in South Korea—accidentally listed a bulk package of 36 Nongshim Yukgaejang instant noodle bowls for just 5,040 KRW (about $3.70). The actual retail price? Over 27,000 KRW. Within moments, social media platforms exploded with screenshots, order confirmations, and disbelief. Thousands rushed to place orders, resulting in what many dubbed the "Ramen Riot."
This wasn’t a publicity stunt. It was a pricing error that revealed much about consumer psychology, online virality, and how quickly digital trust can be tested.
Table of Contents
1. What Happened
The listing went live late at night, showing a 36-pack of instant noodles at just 5,040 KRW. That’s about 140 KRW per bowl, 80% cheaper than the regular price. Within an hour, the deal had spread across Korea’s major online communities.
Screenshots circulated with captions like “900 bowls ordered, hope they arrive!” and “Quick, it’s real!” Some users even began listing extra noodles for resale on Carrot Market, a local secondhand app.
Coupang took the listing down after an hour and issued a public statement confirming it was a pricing glitch caused by a system error.
2. Coupang's Response
Coupang sorted the situation into two categories:
- Orders already shipped: Customers received their noodles at the mistaken price without any extra fees.
- Orders not shipped yet: These were canceled, and customers received 5,000 KRW in Coupang Cash as compensation.
This solution received mixed reactions. While some praised Coupang for honoring some of the purchases, others criticized the company for what felt like an unfair "luck-based" outcome.
3. Why Did It Go Viral?
This incident wasn’t just about cheap noodles. It tapped into powerful online behaviors:
- Urgency: The listing might disappear at any moment.
- Scarcity: Limited availability created FOMO (Fear Of Missing Out).
- Social Proof: Users seeing others ordering in real-time validated the decision.
These three factors created a chain reaction where logic gave way to impulsive decision-making. The situation illustrates just how fast misinformation or error can snowball when combined with social media and e-commerce.
4. The Aftermath
The day after, multiple posts appeared on secondhand markets featuring the ramen for resale. Some people saw a business opportunity; others saw it as unethical. Meanwhile, Coupang had to manage not only logistics but also damage control.
Consumers debated whether Coupang should have honored all orders, regardless of shipment status. Some argued that such errors are part of digital retail, while others insisted the company should be held to advertised deals.
Regardless, the “Ramen Riot” has now become a memorable case in Korea’s e-commerce history.
5. FAQ
Q1: Was this a planned promotion by Coupang?
A: No, Coupang confirmed it was a pricing error caused by a system glitch.
Q2: Did every customer receive the noodles?
A: No. Only those whose orders had already shipped received the product. Others received Coupang Cash refunds.
Q3: Is resale of the noodles legal or ethical?
A: Legally it’s allowed, but ethically debated—especially since the product was obtained through a mistake.
6. Conclusion
The Ramen Riot highlights the fragile nature of digital commerce and the speed at which information (or errors) spreads. It shows that consumers are quick to act when a deal seems too good to pass up—but also quick to voice criticism when fairness feels compromised.
For Coupang, it’s a reminder of the importance of price-check safeguards. For consumers, it’s a story of spontaneity, luck, and the hunger for a good deal—sometimes literally.
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