Coupang to Compensate 37.7 Million Users with 50,000 Won Credits Following Security Breach

South Korea’s largest e-commerce platform has announced a major compensation initiative following a significant data compromise that exposed personal information of millions of customers. The company will distribute purchase credits worth a combined $1.17 billion across its user base, translating to approximately 50,000 won per affected individual.

Understanding the 50,000 Won Compensation: What It Means in Real Terms

Coupang confirmed that roughly 37.7 million current and former users will receive four separate shopping vouchers as part of its damage control strategy. Each voucher package totals 50,000 won in purchasing power—a figure that when converted to USD-equivalent value amounts to roughly $35-40 depending on exchange rates. The compensation includes:

• Two 5,000-won credits redeemable on Coupang Eats and Rocket Delivery services
• Two 20,000-won coupons usable on Allux and Travel platforms

Users can begin applying these credits through the Coupang mobile application starting from mid-January, with the rollout proceeding in phases. The company described this initiative as a necessary step toward restoring customer confidence after public criticism from South Korean regulatory bodies.

Inside the Breach: How Former Employee Gained Access

Investigators uncovered that a 43-year-old Chinese national formerly employed by Coupang orchestrated the security incident. The individual worked within the company between late 2022 and 2024, during which time they retained active access credentials to internal systems.

The suspect allegedly exploited a digital coupon key mechanism to penetrate Coupang’s servers, initiating unauthorized access in late June and continuing through early November. Seoul National Police Agency officials are conducting a thorough investigation, examining access logs, IP addresses, and system credentials to understand the full scope of the intrusion.

Notably, Coupang acknowledged that although it had revoked the employee’s formal access rights upon departure, system credentials remained unexpectedly active—a critical oversight the company is now addressing through comprehensive security protocol reviews.

The compromised data included names, residential addresses, email accounts, and customer order histories. Importantly, payment and login credentials were not accessed during the incident, the company stressed.

Customer Exodus: Rivals Capitalize on Lost Trust

The breach triggered an immediate exodus of users seeking safer alternatives. Between early December, Coupang’s daily active user base declined from 17.99 million to 15.94 million—a significant loss tracked by South Korean analytics firm Mobile Index.

While some users rushed to change passwords and delete accounts, others permanently switched platforms. Competitors capitalized on the security incident:

• Gmarket absorbed approximately 70,000 new daily users (5.8% traffic increase)
• 11th Street experienced a 14.33% surge in daily visitors
• Naver Plus Store saw traffic climb by 23.1%

The breach affected nearly two-thirds of South Korea’s population, creating widespread concern about data privacy and e-commerce platform security.

Defending Against Secondary Threats

Beyond the initial breach, Coupang faces a new threat vector: phishing campaigns impersonating its services. The company has documented multiple fraudulent attempts targeting its user base since the incident became public.

Coupang has actively warned customers against clicking suspicious links or responding to fake communications claiming to be from the company. The platform is urging users to report potentially fraudulent text messages and calls directly to its support channel, while simultaneously monitoring external threats targeting customer data.

What Comes Next

Coupang’s interim leadership has publicly acknowledged company responsibility and committed to transparency regarding compensation eligibility. The 50,000 won voucher distribution represents the first phase of customer restitution, with additional details on qualification criteria to be released through the Coupang app before the January 15 distribution launch.

The company remains under active investigation by South Korean authorities, with ongoing reviews of its security infrastructure and internal access management protocols. Compensation will be allocated in phases, beginning in mid-January 2026.