Coupang's private-label arm, CPLB, is betting that shoppers will pay for better daily essentials without paying a premium, launching its first upscale private-label brand on Friday. CPLB said it officially introduced Hannundamda, a brand built around household necessities that aims to combine higher quality with reasonable prices. The brand's first product is Soonyeon premium toilet paper, made with 100 percent natural, high-weight paper designed to feel thicker and more cushioned than conventional toilet paper. CPLB said the sheets are 102 millimeters wide, compared with 95 millimeters for standard toilet paper, while the paper weight is 15.5 grams, above the typical 13 to 14 grams. The product also contains moisturizing ingredients derived from Vaseline, which CPLB said are intended to provide a softer and more moisturized feel. The company plans to expand Hannundamda beyond toilet paper, adding products in the kitchen, household care and food categories. Upcoming household products include kitchen towels made with specially processed, high-weight paper designed to improve absorbency and