Coupang signals legal challenge to record fine imposed after massive data leak
The Personal Information Protection Commission imposed a 624.7 billion won fine on Coupang over a data breach that leaked personal information of 37.6 million people in November 2025.
Song Kyung-hee, the chairperson of the Personal Information Protection Commission, center, speaks to reporters about the commission's decision to fine Coupang for its personal data breach in November 2025, at the government complex building in Jongno District, central Seoul, on June 11.YONHAP
Coupang signaled a legal challenge after regulators imposed what the company called a “regrettable” record 624.7 billion won ($409 million) fine over last year's massive data leak on Thursday.
The Personal Information Protection Commission imposed a 624.7 billion won fine and an additional 16.8 million won administrative fineon Coupang over a data breach that leaked personal information of 37.6 million people in November 2025.
The fine is the largest ever imposed by the commission and roughly equivalent to Coupang's annual operating profit.
"We apologize for causing concern to our customers and the public as a result of the personal information breach," Coupang said in a statement on Thursday. "We will further strengthen our personal information protection framework and make every effort to regain customer trust with a renewed determination."
However, the company announced that it is “regrettable” that the commission's decision “did not adequately reflect” the proactive measures it took to prevent secondary damage following last year's data leak, as well as the company’s account of the incident, which it claimed was "based on established facts."
The platform giant also pushed back against the commission's finding that its affiliate marketing program, Coupang Partners, improperly collected records of users' online activities on other websites.
"Coupang Partners is a program through which thousands of Korean content creators, bloggers and small business owners recommend products and generate income," the company said. "The program operates lawfully and protects customer data using the same affiliate business model used by global companies."
A pedestrian walks by a Coupang logistics center in Seoul on Feb. 10.NEWS1
The company signaled plans to challenge the commission's decision, saying it expects the facts to be "clearly established through legal procedures."
The previous record-holder for the biggest fine imposed by the commission was SK Telecom, which was fined 134.8 billion won last year over a SIM data leak. The penalty imposed on Coupang is nearly five times larger.
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
