The article, authored by Im Yoon-ok, reflects on the changing landscape of parenting in South Korea, particularly in relation to the reliance on Coupang, an online shopping platform. The author recounts the experience of facing societal pressure regarding parenting responsibilities after her daughter’s marriage, where friends inquired if she would help care for her grandchild. This expectation, challenged by the realities of work-life balance and inflexible workplace norms, highlights the struggle many modern parents, especially fathers, face in advocating for equal parenting responsibilities.

The narrative continues with the author’s experiences of babysitting her grandchild, showing how the convenience of Coupang has become integral to maintaining a household in a fast-paced world. The daughter’s inquiry about how her mother managed without such services illustrates the generational shift and heightened expectations of convenience in childcare. Coupang, having seen unprecedented growth with significant revenue milestones, showcases how online platforms are filling gaps left by traditional support systems and societal expectations regarding labor in both domestic and professional spheres.

Finally, the article points to a broader societal context, noting that despite a rising percentage of men taking parental leave in South Korea, significant structural inequalities in labor and cultural attitudes towards caregiving persist. The rapid growth of Coupang acts as both a symptom and a solution to these underlying issues, where increased reliance on such platforms reflects deeper societal challenges in gender roles and family dynamics in the South Korean labor market. The author argues that understanding Coupang's success requires acknowledging these complex social factors and the changing landscape of parenting and work in contemporary South Korea.