A South Korean influencer is facing backlash after customers who purchased discounted tangerines through a social media group buy received moldy and rotten fruit, highlighting growing concerns about unregulated influencer commerce.
The influencer, identified only as "A," sold 10-kilogram boxes of "pachi" tangerines—lower-grade fruit with cosmetic imperfections—for around 33,000 won ($24) including shipping through an online channel. A promoted the product as "thin-skinned and full of flesh" from Hyodon, a region famous for quality tangerines, claiming the fruit had a sweetness level of 15-18 Brix and was hand-sorted rather than dumped from containers.
However, customers reported receiving fruit in severely poor condition. The delivered tangerines were reportedly covered in mold, rotting, shriveled, insect-damaged, or had burst inside the packaging boxes.
The controversy comes as social media shopping continues to surge in Korea. According to the Korea Press Foundation's "2024 Social Media User Survey" released on the 18th, 26.1% of adult social media users said they use the platforms to purchase products, with users utilizing an average of 1.89 social media platforms for shopping.
Purchase rates varied significantly by age group, with 19-29 year-olds showing the highest rate at 44%, followed by those in their 30s at 41.7% and 40s at 34.7%.
Among social media types, SNS platforms showed the highest purchase activity. Some 63.7% of SNS users said they had clicked on advertisements, while 28.2% reported purchasing products through ads. Online cafes and communities ranked second in both ad click experience at 59.4% and purchase experience at 18.6%.
Instagram, while not fully launching commerce operations, sees active product purchases through influencer group buys, branded content, and advertisements. The platform offers "Instagram Shopping," a service that allows users to browse stores and products through photos and videos.
The incident has renewed criticism of so-called "pari people"—a Korean neologism for influencers who sell products through group purchases on social media. These sellers have drawn online criticism for selling unverified goods, disclosing specific prices only through direct messages, and engaging in exaggerated promotions.
Comedian Lee Su-ji recently gained attention by posting a parody video satirizing such influencer sellers.
As the controversy grew, A issued an explanation, stating that the tangerine distributor was a personal acquaintance who had sent fruit to try. "After enjoying it, I accepted the offer to sell," A said. "I requested a lower price by waiving my commission and proceeded with the group buy."
Administrative authorities reportedly recommended that A handle refunds independently. "The company seems unwilling to resolve this, so I will process refunds myself," A said in an apology. "I will soon set up a channel for refund applications. I'm sorry for being inadequate."
Affected consumers are now demanding collective refunds for the defective products.
