Imagine opening a promotional coupon envelope from a mart only to find it stuffed not with cash, but with discount vouchers for specific sections. 5,000 won for groceries, 5,000 won for delivery, 20,000 won for travel, and 20,000 won for luxury goods. The explanation that it is "worth a total of 50,000 won" holds true, but from a consumer's perspective, it is difficult to readily accept. This is why reactions are filled with disappointment, describing it as 'ambiguous' or 'measly.'

Coupang's recent compensation plan following its personal data breach incident looks exactly like this. Coupang announced it would provide a '50,000 won purchase voucher' per customer. However, the voucher is broken down into smaller amounts: 5,000 won for general products, 5,000 won for Coupang Eats, 20,000 won for Coupang Travel, and 20,000 won for ALUX. While the apparent total amount is sizable, the tangible compensation consumers actually feel in their hands is 'flimsy' in reality.

The core of the issue lies in the severity of this incident. This case is not a simple delivery delay or service error, but a 'personal data breach.' Given that it is unknown how long the repercussions of the leaked information will last, presenting a 'restricted-use coupon set' rather than cash or integrated points as compensation makes one tilt their head in confusion. Some criticize it as merely a 'promotion' to induce new spending rather than a sincere apology.

In particular, for consumers who do not normally use Coupang Travel or ALUX, the allocated 20,000 won vouchers hold little to no practical value. Despite the phrase '50,000 won compensation,' the actual compensation that many customers will tangibly experience is highly likely to amount to only 5,000 to 10,000 won.

True compensation should be directed toward expanding the options of the affected consumers. However, this compensation plan is structured so that customers can only fully enjoy the benefits if they make additional expenditures within the Coupang ecosystem. It comes across less as an attitude of taking responsibility and more as a mechanism to encourage continued spending even after the incident. This is why many consumers are disappointed by what feels like a unilateral notification rather than two-way communication.

Coupang has consistently emphasized 'customer-centricity' as its top priority. Now is the time for the company to ask itself what customers truly want in the face of a critical accident like a personal data breach. Although the nominal figure may be 50,000 won, the weight of the task to restore shattered trust is far heavier. This compensation plan clearly illustrates the 'gap of trust' that Coupang is currently facing.