"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

Despite ongoing controversy over "stingy compensation" regarding the purchase vouchers worth 50,000 won per person that Coupang provided to 33.7 million customers as compensation for a large-scale personal information leak, the prevailing opinion has shifted to view the compensation as "surprisingly substantial" once the actual distribution began. Before the distribution, there were criticisms that the vouchers were "marketing coupons" with many restrictions on where and when they could be used. However, as users began sharing positive reviews about significant benefits, especially for daily necessities and food delivery, public sentiment 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 R.LUX beauty and fashion. Coupang Travel is a platform for travel products, while R.LUX offers luxury goods on Coupang.

However, immediately after the compensation plan was made public, criticism poured in online. Some pointed out that "unless the compensation is cash or cash-equivalent, it cannot be considered actual recovery of damages." Others argued, "The structure ultimately forces customers to spend their own money, making it forced consumption rather than true compensation," "Splitting the vouchers limits consumer choice," "It deceives consumers," and "It's a scheme to drive usage of ancillary services like Coupang Travel and R.LUX to increase market share."

Atmosphere Reverses After Distribution Begins... "Feels Like Free Shopping"

However, once the vouchers began to be distributed, the mood changed rapidly. Online communities and social networking services (SNS) were flooded with reviews stating, "There are more things to use them on than expected" and "The benefits are significant."

Posts were shared 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 such as "20 bottles of 500ml water for 0 won" and "5 packs of instant noodles for 300 won" led to reactions that it was "practically 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. Users reported being able to order a pizza for just over 3,000 won, or cold noodles and coffee for just over 4,000 won, with reviews noting, "I was able to get a meal delivered without worrying about delivery fees." The automatic application of vouchers at the payment stage was also praised for its convenience.

Experiential products available through Coupang Travel were also well received. Some users reported buying all-day amusement park passes for just over 400 won and water park tickets for just over 1,000 won. With more than 800 ticket products under 20,000 won, including sledding, aquariums, and zoos, positive reactions continued.

Opinions remained divided regarding the R.LUX vouchers, which had been at the center of controversy. Some criticized the move as an attempt to drive consumption on a platform they do not usually use, while others noted that it allowed them to purchase department store brand cosmetics at discounted prices.

The Remaining Challenge: Restoring Trust

However, criticism has not completely disappeared. Some voices still insist, "I will continue to boycott," "Customers who left must re-register," and "It ultimately encourages additional spending."

To enhance the perceived value of the compensation, Coupang significantly expanded the range of products available for around 5,000 won and 20,000 won. In fact, there are as many as 140,000 items available for 5,000 won or less on Rocket Delivery and Rocket Fresh. Coupang Travel now offers more than 800 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 measure, totaling 1.685 trillion won, is more than four times Coupang’s combined net profit for the first three quarters of last year (384.1 billion won), demonstrating a strong commitment to restoring lost customer trust. However, some point out that the ultimate assessment will depend not on the compensation itself, but on how convincingly Coupang can strengthen personal information protection and implement measures to prevent recurrence in the future.