Korean Fish Market Vendors Grow Into 10 Billion-Won Businesses Through Coupang

More vendors from traditional seafood markets in South Korea are using Coupang as a springboard to grow into small and midsize companies with annual sales in the 10 billion-won range, the e-commerce company said. The shift is credited to moving beyond complex distribution chains and face-to-face sales by using Coupang’s direct-from-source shipping and dawn-delivery system.
 
Coupang said the number of small businesses based in major seafood markets and ports — including Busan’s Jagalchi Market, Yeosu, and areas such as Jeju, Noryangjin and Jindo — selling through Rocket Fresh has recently risen to 10. Their transactions now account for about 17% of Coupang’s overall seafood dawn-delivery sales, the company said. Coupang attributed the growth to direct deals that bypass the typical multi-step route from fishing grounds to wholesalers, sub-wholesalers and retailers, improving margins while expanding sales nationwide.
 
The gains are reflected in company results. Dried-seafood seller Haemalgeun Food, which started from a street stall at Garak Market in 2012, reported sales of 40 million won when it joined Coupang in 2015. Ten years later, last year, sales topped 16 billion won — more than 400 times higher. The company has since built a modern production plant spanning 1,600 pyeong and increased its workforce by more than 10 times.
 
Juil Co., which began as a seafood street stall at Seoul’s Jungbu Market in 1976, said it shifted after joining Coupang in 2018 from bulk raw-product sales to small packages and brand-focused offerings aimed at one-person households. Sales rose from 20 million won in its first month on Coupang to about 1 billion won a month, turning it into a midsize business. Good Morning Seafood, a newer seller from Noryangjin, said customized consulting from Coupang helped boost its sashimi sales volume by more than fivefold from early levels, and it is preparing additional hiring.
 
Coupang said it expanded its direct-from-source seafood purchases from about 1,500 tons in 2024 to about 1,870 tons last year, and is continuing to add new sourcing areas nationwide, including Namhae in South Gyeongsang Province and Sinan and Wando in South Jeolla Province.
 
A Coupang official said the company will prioritize finding more small merchants in traditional markets and, through Rocket Delivery and Rocket Fresh, focus on expanding sales channels, shared growth and digital transformation.