World-renowned internet speeds, an array of instant foods, same-day delivery, chauffeur services, and more – these are all examples of the ppali ppali culture deeply rooted in Korean society. Aiming for higher productivity and efficiency, the desire to get everything done quickly contributed greatly to South Korea’s economic growth in the 1970s. Like it or not, the ppali ppali culture is now one of the most representative features of Korea, now an economic powerhouse. Yet the attitude of trying to achieve results in a short period forces people to be constantly immersed in their work, raising the question: are workers’ rights well guaranteed?
One of the things that best expresses ppali ppali in Koreans’ daily lives is delivery service. It has become a matter of course for Koreans to receive their parcels on the same day or the next morning, regardless of the products being delivered. Recently, following Coupang’s rocket delivery and Kurly’s morning star delivery, CJ Logistics has launched a delivery brand, O-NE that guarantees buyers receive their goods on the same day or the next day after ordering. What makes O-NE special – and simultaneously raises concern – is that it will allow buyers to receive their parcels even on Sundays.
Not only has fast delivery brought consumers convenience, , but it has also brought about a revolution in the logistics industry. For instance, Coupangs’s Coupang Flex system allows people to work on a freelance basis without special qualifications using their own vehicles. This has created new jobs and allowed numerous rocket delivery products to arrive on time. Kurly predicted the demand for goods using big data and prepared them in advance for their morning star delivery service. As a consequence, the discard rate of goods fell below one percent. The start of O-NE’s service will also maximize the efficiency of the logistics industry.
However, the sacrifice of workers lies behind the convenience of buyers. In 2020, as many as 15 delivery workers died from overwork. The absurdity and cruelty of the system showed no signs of improvement, leading workers to organize a 64-day-long general strike in 2022. The strike was truly polarizing, as it aroused anger among those who could not get their parcels on time and received castigating criticism even from within the labor union.
It must be considered, however, that workers were quite literally faced with no alternatives. Unacceptable working conditions made delivery workers continue to strike at the risk of losing their jobs and incurring anger among consumers, as the issue was construed as a matter of life or death. With the launch of O-NE, some workers will now be forced to overwork even on Sundays. Moreover, under such a competitive market structure, other delivery platforms will strive to offer better delivery services, hence increasing the burden on workers. Expanding the industry will only create a vicious cycle of discontent.
The ultimate solution regarding the rights of delivery workers is about creating a culture where fast delivery is not taken for granted. Yet, a voluntary shift in attitude is impossible for a country that values speed to such a degree. This further accentuates the role of the government. The government must strictly regulate companies that do not guarantee adequate rest, or take measures to guarantee workers’ rights to receive the benefits of insurance, and to freely establish labor unions. No matter how well accustomed people are to ppali ppali culture, the pursuit of a society that knows how to be considerate of others’ mental and physical health is imperative.