Coupang Begins Distributing 50,000 Won Compensation Vouchers... Expands Eligible Products

Purchase Vouchers for 33.7 Million Data Leak Victims
Available for Three Months Until April 15
140,000 Products Priced Under 5,000 Won
Expanded Selection of Leisure and Beauty Categories
A Potential Turning Point for Restoring Trust

Coupang has begun distributing purchase vouchers worth 50,000 won as compensation for the recent personal information leak incident.

Starting from 10 a.m. on January 15, Coupang began sequentially issuing 50,000-won purchase vouchers to 33.7 million customers who received notification of the data breach. By the end of the day, all customers accessing Coupang will be able to check their eligibility and receive the voucher. From the evening, the company plans to send separate text messages and emails to guide customers on how to use the purchase vouchers.

From daily necessities to food delivery... Will this be a turning point for restoring trust?

The purchase vouchers are structured as previously announced: 5,000 won for all Coupang products (including Rocket Delivery and Seller Rocket), 20,000 won for Coupang Travel accommodations and ticket products, 20,000 won for Alux beauty and fashion products, and 5,000 won for Coupang Eats delivery and shopping. Each customer ID can receive the vouchers only once, and the Coupang Eats voucher can be downloaded through the Coupang Eats application. The vouchers are valid until April 15, and will expire automatically after this period.

For WOW members, there is no minimum order requirement. However, for general members, Rocket Delivery orders must be at least 19,800 won, and Rocket Direct Purchase orders must be at least 29,800 won to use the voucher. If an order is canceled within the validity period, the voucher will be restored, but it cannot be restored after the period ends. Customers who have withdrawn their membership can rejoin Coupang using their previously registered mobile number, and it may take up to three days to receive the voucher after rejoining.

When making a purchase, customers can confirm whether the voucher is automatically applied. Customers who wish to use only the voucher can add any number or type of products to their cart and use the voucher within the limit. However, some Coupang products-including books, infant formula, jewelry, and gift certificates-as well as certain Coupang Travel items such as hotel buffets and e-coupons, are excluded from voucher use. This is reportedly due to concerns that highly liquid items such as e-tickets and jewelry could be resold or used for fraudulent activities.

For Coupang Eats (excluding pickup orders), the voucher can be used when meeting the minimum order amount per store. Only one voucher can be applied per product, and if the product price is lower than the voucher amount, the difference will not be refunded. For example, if a 20,000-won Alux voucher is used for a 10,000-won product, the remaining 10,000 won will be forfeited.

Products with Coupang purchase vouchers applied. Screenshot from Coupang application

Criticism as 'marketing coupons'... Expanding eligible products to address concerns

Previously, on December 29, Coupang announced a customer compensation plan valued at 1.6 trillion won. However, because the compensation was provided in the form of purchase vouchers usable only within Coupang's own services, it drew criticism from politicians and consumers for effectively encouraging additional spending, with some calling them "marketing coupons." Rather than reversing its initial announcement, Coupang reportedly focused on expanding the range of products priced around 5,000 and 20,000 won in major categories to better align with the intent of the compensation plan.

In reality, Coupang offers approximately 140,000 products under 5,000 won for Rocket Delivery and Rocket Fresh early morning delivery, including household goods, various foods, office supplies, fashion and sports items, and electronic accessories. Coupang Travel features around 700 ticket products under 20,000 won, such as admission to sledding hills, kids' cafes, performances, exhibitions, zoos, and museums. Alux, which sells luxury beauty and fashion items, has more than 400 beauty products priced between 20,000 and 30,000 won.

Coupang stated that it is closely communicating with its partners to prevent shortages of popular products and is working to secure inventory quickly. An industry insider commented, "There was significant disappointment regarding Coupang's compensation plan at first, so it will be important to monitor how frequently the vouchers are actually used after launch. Attention is focused on whether this compensation plan will serve as a turning point in restoring consumer trust in Coupang."