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A tale emerged online about a packaged chocolate snack being sent in separate boxes, bringing back debate about Coupang’s over-the-top packaging.

On the 5th, a social media post on an SNS thread shared images of various delivery boxes, accompanied by the message, “Coupang, apologize to the Earth.” The pictures displayed several medium-sized boxes featuring the Coupang logo, stacked inside a space.

Writer A purchased a collection of 15 bundled chocolates but claimed they were actually sent in 15 individual boxes, with one chocolate per box. Each box held a single 60-gram chocolate. The post gained rapid attention, exceeding 240,000 views in just one day.

A said, “A friend ordered it as office snacks for employees,” and mentioned, “Opening each package individually was very tedious and ridiculous.” When some internet users asked, “Didn’t you order individual items multiple times?” A denied this by sharing the purchase history of the 15-piece set.

Subsequent similar stories emerged. One online user mentioned, “I was sent Rocket Fresh in a box, yet there were eight boxes at my doorstep. The issue wasn’t just the oversized containers but also the fact that each one had several ice packs, not just a single one.” Another user shared, “I ordered a set of six butters and ended up getting six individual boxes.”

Internet users expressed criticism, stating, “The environmental impact is too high” and “A system for combined deliveries should be implemented.” At the same time, some online users replied, “They deliver individual items with their own packaging quickly. If you don’t like this, you should choose combined packaging and accept a slower delivery” and “As the products are already packaged and orders are shipped right away with labels attached, that’s why Rocket Delivery is fast.”

This is not the first instance where Coupang has encountered controversy regarding over-packaging. Earlier, discussions on social media platforms and online forums arose multiple times due to posts highlighting a single 2-liter water bottle arriving in a large box or a roll of toilet paper being delivered with excessive padding. Additionally, there have been ongoing criticisms that the boxes are disproportionately large compared to the actual size of the items, particularly during fresh food deliveries.