Kurly is a South Korean e-commerce company offering premium groceries, fresh food, cosmetics, and household essentials. Founded in 2015, Kurly helped reshape online grocery in Korea by introducing “dawn delivery,” an early-morning service that brings orders to customers’ doorsteps by the next morning when placed the night before.

Kurly launched “Saetbyeol Delivery” (Morning Star Delivery) in 2015 and built an end-to-end cold chain to support next-day delivery of chilled and frozen goods. The platform differentiates through a curated, quality-first assortment that emphasizes farm-to-table sourcing, organic options, and hard-to-find specialty items. Originally focused on fresh food, Kurly has since expanded into Beauty Kurly and a wider range of premium lifestyle and luxury products.