South Korean e-commerce group Coupang says it will provide ₩1.69trn, about $1.17bn, in compensation to roughly 34mn users affected by a large-scale data breach disclosed last month. The package comes in the form of purchase vouchers and applies even to former customers who have since closed their accounts.
In a statement, Coupang said each eligible user will receive vouchers worth ₩50,000 across its services. Distribution begins Jan. 15, when customers can check eligibility through the Coupang app.
Harold Rogers, interim chief executive of Coupang Corp., called the compensation a responsible step and said the company intends to see its obligations through to the end.
He issued another apology, saying customers had every reason to feel anger and anxiety. The tone was direct. No hedging.
Rogers’ comments followed an apology from founder Kim Bom, who said he was devastated by the disappointment caused. Kim acknowledged the company mishandled early communication after the breach surfaced on Nov. 18. He said he delayed speaking publicly while waiting for facts to be confirmed, a decision he now calls a mistake.
“In retrospect, this was poor judgment,” Kim said, adding that he should have expressed regret immediately. He said the breach weighed on him from the moment he learned of it.
The incident triggered leadership fallout. Chief executive Park Dae-jun stepped down earlier this month. Coupang has not named a permanent successor.
Kim said the company has since recovered all leaked customer data with help from government authorities, along with storage devices linked to the suspect.
According to the company, data found on the suspect’s computer covered about 3,000 customer records and was neither sold nor distributed externally.
The compensation plan applies to 33.7mn customers whose accounts were identified as affected by the breach and notified at the end of November.
Both Wow members and standard users qualify, with no difference in treatment. Customers who later deactivated their accounts remain eligible.
Each recipient will receive four one-time vouchers totaling ₩50,000: ₩5,000 for Coupang retail purchases, ₩5,000 for Coupang Eats, ₩20,000 for Coupang Travel products, and ₩20,000 for Alux products.
Vouchers can be applied directly at checkout once eligibility is confirmed. Further details will follow, the company said.
Rogers said Coupang plans to use the episode as a reset moment, leaning harder into what it calls customer-centricity.
According to Beinsure analysts, the size of the compensation package puts Coupang among the most aggressive responses to a consumer data breach in Asia, both in scale and speed. Whether it restores trust, that part isn’t guaranteed.
