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Chinese-owned e-commerce giant Temu dropped tens of millions of dollars on three Super Bowl commercials and offered $15 million in giveaways in hopes of getting a major leg up with US shoppers.

The 30-second ad spots during Super Bowl LVIII — when the Kansas City Chiefs clinched the Lombardi trophy after the game went into overtime against the San Francisco 49ers — cost brands a reported $7 million each, according to Bloomberg.

Thus, Temu spent an estimated $21 million on its three commercials aired throughout the Big Game, which touted the bizarre tagline “shop like a billionaire.”

The online discount marketplace also offered $15 million in giveaways, coupons and other promotions, according to CNN.

Temu — which is based in Boston and owned by PDD, the group behind Chinese online shopping giant Pinduoduo — also paid for two post-Super Bowl advertisements to air during CBS’s late-night programming, CNN reported.

It’s unclear how much Temu spent on its post-game ads.

Temu’s Super Bowl spend had its desired effect, according to Google Trends data, which showed that web searches for the app spiked when the commercials played.

Temu searches had been steadily declining since early July, Bloomberg reported, along with the company’s observed sales, which fell 2.5% month-on-month in December and 4.8% in January.

However, Temu saw impressive growth last year, when it made its Super Bowl ad debut after officially launching in the US in September 2022.

In 2023, Temu’s sales increased a staggering 805% at the start of the year and more than 50% mid-year, according to Bloomberg Second Measure data tracking, a subset of US credit and debit card transactions.

Temu’s explosive growth in January 2023 sales was four times more than the No. 2 spot, Elon Musk’s Space X, and far above e-commerce rival Amazon, which experienced 191% and 1.71% sales increases, respectively.

But in recent months, the number of Americans shopping on Temu has also fallen, according to the Second Measure data, as Temu has developed a reputation for long delivery times, unresponsive customer service and incorrect orders.

The company’s Better Business Bureau profile boasts a dismal 2.5 stars, with customers complaining that the site is a “scam.”

Other shoppers have raised concerns that the Chinese app poses a security threat to Americans. Some even suggested that the company should be barred from advertising during the Super Bowl because of its origins.

“TEMU ads for the Super Bowl. Selling fake products. HP says theyre not their stuff. Orders that never show up,” one X user said. “In what world does it make sense to allow a China, communist, dictator controlled company to compete with Amazon and Walmart? WAKE UP AMERICA!!!!!”

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“Freedom-loving” digital marketplace PublicSquare also weighed in: “Its shocking that we allow Super Bowl commercials from a company like Temu who has a long history of slave labor and funding of the Chinese communist party,” the company shared.

A late-January survey from Morgan Stanley offered cool comfort for Temu’s future: It found that nearly one-third of its users plan to shop less on the app over the next three months.

Only eBay and Etsy had weaker outlooks, according to Morgan Stalney’s findings, which were earlier reported on by Bloomberg.

Margins have declined in recent quarters and are expected to keep declining, according to Bloomberg, as PDD would have to continue offering steep discounts and rebates in order to grow rapidly in the US.

Profitability is a concern. Its just not a priority right now, Morningstar senior analyst Chelsey Tam said.

Representatives for Temu declined to comment on the company’s Super Bowl ad spend.

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Technology

CNBC Daily Open: A Fed rate cut might not be festive enough

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CNBC Daily Open: A Fed rate cut might not be festive enough

An eagle sculpture stands on the facade of the Marriner S. Eccles Federal Reserve building in Washington, D.C., U.S., on Friday, Nov. 18, 2016.

Andrew Harrer | Bloomberg | Getty Images

On Wednesday stateside, the U.S. Federal Reserve is widely expected to lower its benchmark interest rates by a quarter percentage point to a range of 3.5%-3.75%.

However, given that traders are all but certain that the cut will happen — an 87.6% chance, to be exact, according to the CME FedWatch tool — the news is likely already priced into stocks by the market.

That means any whiff of restraint could weigh on equities. In fact, the talk in the markets is that the Fed might deliver a “hawkish cut”: lower rates while suggesting it could be a while before it cuts again.

The “dot plot,” or a projection of where Fed officials think interest rates will end up over the next few years, will be the clearest signal of any hawkishness. Investors will also parse Chair Jerome Powell’s press conference and central bankers’ estimates for U.S. economic growth and inflation to gauge the Fed’s future rate path.

In other words, the Fed could rein in market sentiment even if it cuts rates. Perhaps end-of-year festivities might be muted this year.

What you need to know today

And finally…

Researchers inside a lab at the Shenzhen Synthetic Biology Infrastructure facility in Shenzhen, China, on Wednesday, Nov. 26, 2025.

Bloomberg | Bloomberg | Getty Images

U.S.-China AI talent race heats up

When it comes to brain power, “America’s edge is deteriorating dangerously,” Chris Miller, author of the book “Chip War: The Fight for the World’s Most Critical Technology,” told a U.S. Senate Foreign Relations subcommittee last week. It’s a lead that’s “fragile and much smaller” than its advantage in AI chips, he said.

Part of the difference comes from the sheer scale, especially as education levels rise in China. Its population is four times that of the U.S., and the same goes for the volume of science, technology, engineering and mathematics graduates. In 2020, China produced 3.57 million STEM graduates, the most of any country, and far outpacing the 820,000 in the U.S.

— Evelyn Cheng

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CEO of South Korean online retail giant Coupang resigns over data breach

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CEO of South Korean online retail giant Coupang resigns over data breach

Park Dae-jun, CEO of South Korean online retail giant Coupang has resigned, three weeks after the company became aware of a massive data breach that affected nearly 34 million customers.

Coupang

The CEO of South Korean online retail giant Coupang Corp. resigned Wednesday, three weeks after the company became aware of a massive data breach that affected nearly 34 million customers.

Coupang said CEO Park Dae-jun resigned due to the data breach incident — which was revealed on Nov. 18 — according to a Google translation of the statement in Korean.

“I am deeply sorry for disappointing the public with the recent personal information incident,” Park said, adding, “I feel a deep sense of responsibility for the outbreak and the subsequent recovery process, and I have decided to step down from all positions.”

Following his resignation, parent company Coupang Inc. appointed Harold Rogers, the Chief Administrative Officer and General Counsel, as interim CEO.

Coupang said that Rogers plans to “focus on alleviating customer anxiety caused by the personal information leak” and to stabilize the organisation.

Park, who joined the company in 2012, became Coupang’s sole CEO in May, after the company transitioned away from a dual-CEO system.

According to Coupang, he was responsible for the company’s innovative new business and regional infrastructure development, and led projects to expand sales channels for small and medium enterprises, among others.

South Korean companies are known for being “very, very cost-efficient,” which may have led to neglecting areas like cybersecurity, Peter Kim, managing director at KB Securities, told CNBC’s “Squawk Box Asia” Wednesday.

“I think the core issue here is that we’ve had a number of other breaches, not just Coupang, but previously, telecom companies in Korea,” Kim added. “I understand some data companies consider Korea to be [the] top three or four most breached on a data, on an IT security basis in the world.”

Coupang breach a ‘double-edged sword’ for Chinese rivals due to security concerns: KB Securities

South Korean companies have been hit by cybersecurity breaches before, including an April incident at mobile carrier SK Telecom that affected 23.24 million people. The country previously saw one of its largest cybersecurity incidents in 2011, when attackers stole over 35 million user details from internet platforms Nate and Cyworld.

Nate is one of the most popular search engines in South Korea, while Cyworld was one of the country’s largest social networking sites in the early 2000s.

Prime Minister Kim Min-seok reportedly said Wednesday that strict action would be taken against the company if violations of the law were found, according to South Korean media outlet Yonhap.

Police also raided the Coupang headquarters for a second day on Wednesday, continuing their investigation into the data breach.

Yonhap also reported, citing sources, that the police search warrant “specifies a Chinese national who formerly worked for Coupang as a suspect on charges of breaching the information and communications network and leaking confidential data.”

Last week, South Korean President Lee Jae Myung called for increased penalties on data breaches, saying that the Coupang data breach had served as a wake-up call.

— CNBC’s Chery Kang contributed to this report.

How Coupang grew into South Korea's biggest online retailer

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Connecticut can’t take action against Kalshi for now, judge rules

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Connecticut can’t take action against Kalshi for now, judge rules

A US judge has granted prediction markets platform Kalshi a temporary reprieve from enforcement after the state of Connecticut sent it a cease and desist order last week for allegedly conducting unlicensed gambling.

The Connecticut Department of Consumer Protection (DCP) sent Kalshi, along with Robinhood and Crypto.com, cease and desist orders on Dec. 2, accusing them of “conducting unlicensed online gambling, more specifically sports wagering, in Connecticut through its online sports event contracts.”

Kalshi sued the DCP a day later, arguing its event contracts “are lawful under federal law” and its platform was subject to the Commodity Futures Trading Commission’s “exclusive jurisdiction,” and filed a motion on Friday to temporarily stop the DCP’s action.

An excerpt from Kalshi’s preliminary injunction motion arguing that the DCP’s action violates federal commodities laws. Source: CourtListener

Connecticut federal court judge Vernon Oliver said in an order on Monday that the DCP must “refrain from taking enforcement action against Kalshi” as the court considers the company’s bid to temporarily stop the regulator.

The order adds that the DCP should file a response to the company by Jan. 9 and Kalshi should file further support for its motion by Jan. 30, with oral arguments for the case to be held in mid-February.

Kalshi does battle with multiple US states

Kalshi is a federally regulated designated contract maker under the CFTC and, in January, began offering contracts nationally that allow bets on the outcome of events such as sports and politics.

Related: How prediction markets raise insider trading and credit risks

Its platform has become hugely popular this year and saw a record $4.54 billion monthly trading volume in November, attracting billions in investments, with Kalshi closing a $1 billion funding round earlier this month at a valuation of $11 billion.

However, multiple US state regulators have taken issue with Kalshi’s offerings, which have led to the company being embroiled in lawsuits over whether it is subject to state-level gambling laws.