"Criticized the 50,000 Won Compensation, but It's a Jackpot"...'Zero-Won' Purchase Reviews Pour In

Coupang Compensation Coupons Once Criticized as "Meager"
Positive Reviews Flood In After Distribution Begins
Tips for Maximizing Coupon Benefits Spread on Social Media

Controversy over "meager compensation" continued regarding the purchase vouchers worth 50,000 won per person that Coupang provided to 33.7 million customers as compensation for the large-scale personal information leak. However, as the actual distribution began, the prevailing sentiment shifted to "surprisingly substantial" benefits. Before the distribution, there was criticism that the vouchers were "marketing coupons" with many restrictions on usage and expiration, but as positive reviews spread about significant benefits, especially for daily necessities and food delivery, public opinion has notably reversed.

Controversy over "stingy compensation" continued regarding the purchase vouchers worth 50,000 won per person that Coupang paid to 33.7 million customers as compensation for a large-scale personal information leak. However, as the actual payments began, evaluations that it is "surprisingly substantial" are rapidly spreading. Photo by The Asia Business Daily Database

On December 29 of last year, Coupang announced a compensation package totaling 1.685 trillion won in response to the personal information leak. The compensation covered 33.7 million customers, with each receiving four types of purchase vouchers: ▲5,000 won for all Rocket Delivery products ▲5,000 won for Coupang Eats ▲20,000 won for Coupang Travel ▲20,000 won for RLUX beauty and fashion. Coupang Travel is a platform for travel products, while RLUX sells luxury goods on Coupang.

However, immediately after the announcement, criticism poured in online. Some argued, "Unless it is cash or cash-equivalent, it cannot be considered real compensation for damages," while others said, "It forces customers to spend their own money, so it's not compensation but forced consumption," "Dividing the vouchers limits choice," "It's deceiving consumers," and "It's a ploy to expand market share by encouraging the use of ancillary services like Coupang Travel and RLUX."

Sentiment shifts after distribution begins..."Feels like free shopping"

However, once the vouchers started being distributed, the mood quickly changed. Online communities and social networking services were flooded with reviews saying, "There are more things to use it on than expected" and "The benefits are significant."

Posts circulated showing that many daily necessities such as toilet paper, wet wipes, bottled water, instant noodles, and bread could be purchased for free or just a few hundred won through automatic voucher application on Rocket Delivery and Rocket Fresh. Examples like "20 bottles of 500ml water for 0 won" and "5 packs of instant noodles for 300 won" led to reactions describing it as "virtually free shopping."

Many daily necessities can be purchased for free or at a few hundred won through automatic voucher application on Rocket Delivery and Rocket Fresh. Screenshot from the Coupang app

Coupang Eats also received positive feedback for its tangible benefits. Pizza could be purchased for around 3,000 won, and naengmyeon or coffee menus were available for about 4,000 won, with customers commenting that "I was able to have a meal without worrying about delivery fees." The automatic application of the vouchers at checkout was also praised for its convenience.

Experiential products purchased through Coupang Travel were also well received. Some users reported buying all-day amusement park passes for around 400 won and water park tickets for about 1,000 won. With many ticket products under 20,000 won, such as sledding hills, aquariums, and zoos, positive responses continued.

Opinions remained divided regarding the RLUX voucher, which was at the center of the controversy. While some criticized that it "encourages spending on a platform not usually used," others responded positively, noting that department store brand cosmetics could be purchased at discounted prices.

The Remaining Challenge: Restoring Trust

However, criticism has not disappeared entirely. Some voices still say, "I will continue to boycott," "Customers who left must re-register," and "Ultimately, it encourages additional spending."

To maximize the perceived benefits of the compensation, Coupang significantly expanded the product range available for around 5,000 or 20,000 won. In fact, there are about 140,000 items available for under 5,000 won on Rocket Delivery and Rocket Fresh. Coupang Travel offers about 800 types of ticket products under 20,000 won.

On the 1st of last month, following the apology text message regarding the personal information leak incident, a Coupang signboard installed at Coupang headquarters can be seen.

This compensation package, totaling 1.685 trillion won, is more than four times Coupang’s combined net profit for the first to third quarters of last year (384.1 billion won), demonstrating the company's strong commitment to restoring lost customer trust. However, some point out that the ultimate evaluation will depend not on the compensation itself, but on how convincingly Coupang strengthens personal information protection and implements measures to prevent recurrence in the future.