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Coupang voucher draws mixed response after rollout
A member of a civic group rips a mock Coupang voucher during a press conference in front of the company's headquarters in Seoul's Songpa District, Wednesday, condemning the company's lack of sincerity in compensating its customers after a massive data breach by a former Coupang employee last year. Pictured on the mock coupon is Coupang Korea CEO Harold Rogers. Yonhap
By Ko Dong-hwan
Discounts please some consumers, others boycott
Coupang’s compensation vouchers for customers following a data breach that affected 33.7 million users went into effect on Thursday, drawing mixed reviews.
The vouchers, which can be used across Coupang’s multiple shopping platforms, have pleased some customers with discount bargains. Others, however, have criticized the move as a sales tactic rather than proper compensation and said they would continue their boycott of the e-commerce giant.
The voucher package, totaling 50,000 won ($34) per each customer, was distributed to Coupang's paid membership users, regular users and former customers who have closed their accounts.
The package consists of 5,000 won in coupons for Coupang's e-commerce platform, 5,000 won for food delivery service Coupang Eats, 20,000 won for Coupang travel products and 20,000 won for R.LUX luxury beauty and fashion items. This invited criticism, because the two 20,000 won vouchers can only be used on its less popular platforms, with just 5,000 won offered for Coupang and Coupang Eats.
Unlike initial criticisms, some reviews by shoppers who used the compensation package said they were satisfied. With the coupons applied, they could purchase products from everyday household items to delivery foods and tourism programs for discounted prices, or even for free, depending on the original price.
Some users left comments on Coupang saying they did not pay anything for 20 bottles of 500-milliliter bottled water or paid just 300 won for a package of instant noodles. Coupang Eats users also said they paid only a few thousand won for a meal. Another user shared that he used one of the coupons for an all-day pass at Everland theme park in Yongin, Gyeonggi Province, receiving an 80 percent discount.
In some cases, enthusiastic comments such as “I love you, Coupang” and “Coupang really pulled this off at its own expense” were also posted.
On the other side, consumer groups critical of Coupang’s compensation measure say they will continue their boycott of the platform. They said the coupons force victims of the data breach to make purchases, not providing any cash value or other options that do not involve shopping at Coupang.
"Coupang has relied on deception and gimmicks, effectively forcing customers to use coupons regardless of their intent," said an official from the People's Solidarity for Participatory Democracy on Thursday.
Coupang pushed on the compensation plan despite receiving criticism from consumers and the National Assembly when the company first proposed it on Dec. 29, 2025. Many shoppers said they did not even know about R.LUX, saying the coupons "ill-timed marketing" by the company. For those who have canceled their Coupang accounts, having to register again to use the vouchers also raised anger.
Rep. Choi Min-hee of the ruling Democratic Party of Korea, chairperson of the National Assembly’s Science, ICT, Broadcasting and Communications Committee, expressed her concern with Coupang’s compensation plan during a recent hearing. She said the New York Stock Exchange-listed company was “hoodwinking” Korean consumers by trying to lull them with “another marketing event."