NEW YORK, Dec. 28, 2025, 11:30 a.m. ET — Market closed
Coupang Inc. (NYSE: CPNG) investors are heading into Monday’s U.S. trading session with a familiar mix of relief and lingering headline risk after founder and chairman Bom Kim issued his first public apology over a customer data leak and pledged a compensation plan for affected customers in South Korea. [1]
With U.S. markets closed Sunday, Coupang shares remain “frozen” at Friday’s final prints: CPNG ended the regular session at $24.27, up 6.45%, after touching an intraday high of $25.38. In late trading, shares were last indicated around $24.42. [2]
The weekend headline is notable because it arrives just as investors had started to treat the breach as a “contained” event rather than an open-ended existential threat—one of the core reasons the stock snapped back on Friday after a bruising December. [3]
What changed: from “worst-case breach” fears to a narrower scope
Coupang’s latest communications—both official statements and reporting—have consistently emphasized that the incident was tied to a former employee and that the amount of data retained was far smaller than the total number of potentially accessed accounts.
In its English-language incident update, Coupang said the perpetrator retained “a very small amount” of user data from roughly 3,000 accounts, stored it on personal devices, and did not transmit it to a third party, later deleting the stored data. The company said its findings to date are consistent with the perpetrator’s sworn statements and that it plans to announce compensation plans “in the near future.” [4]
Investopedia’s coverage of the Friday move underscored why the market reacted positively: the company said the breach did not appear to put customer payment information at risk and pointed to limited data retained from 3,000 accounts, alongside building entrance codes—details that helped frame the event as damaging but manageable from an operational standpoint. [5]
The new headline: Bom Kim’s apology and promised compensation plan
On Sunday, Reuters reported that Bom Kim apologized publicly “for the first time” for the leak and said Coupang would unveil a compensation plan “as soon as possible,” without providing specifics. Reuters also reported Kim said the company—cooperating with government—restored all leaked personal information and confirmed data from 3,000 of Coupang’s 33 million customers had been saved on a suspect’s personal computer and was not transferred or sold to third parties. [6]
Kim’s full statement was posted in Korean on Coupang’s newsroom site. In the letter, he acknowledged the company’s communication missteps and described the apology as overdue—writing, in effect, that he should have spoken earlier. The statement also says the company confirmed the retained customer information was limited to 3,000 cases, that it was not distributed or sold externally, and that the company will move quickly on compensation while overhauling security and investment to prevent recurrence. [7]
Political and regulatory pressure is escalating in South Korea
While U.S. equity markets are closed this weekend, the political calendar in South Korea is moving fast—and that can matter for CPNG’s next price discovery on Monday.
Reuters reported Kim has faced intense criticism for not appearing at earlier parliamentary hearings, and it highlighted a sharp rebuke from lawmaker Choi Min-hee, who was quoted calling his refusal to attend an “insult” to the public. [8]
KBS World and The Korea Times reported that Kim again submitted a notice saying he would not attend a two-day joint parliamentary hearing scheduled for Tuesday and Wednesday, with lawmakers criticizing the decision and pledging to press ahead. [9]
For investors, the key market question isn’t only reputational—it’s whether the incident triggers (or accelerates) penalties, mandated remediation, or follow-on investigations that translate into measurable costs and margin pressure in 2026.
U.S. litigation remains an overhang
Beyond South Korea’s probes, Coupang is also facing U.S. investor litigation tied to breach-related disclosures.
In a Dec. 22 report, Reuters said Coupang was sued in a U.S. investor class action alleging violations of securities laws after the breach exposed personal information of more than 33 million customers. Reuters reported the lawsuit claims Coupang, Bom Kim, and CFO Gaurav Anand misled investors about data security practices and failed to disclose the breach in a timely way, among other allegations. [10]
Even if litigation ultimately proves manageable, it can contribute to a higher perceived risk premium—especially for U.S.-listed ADR-style growth stories that rely on confidence in governance and controls.
What Wall Street forecasts are saying now: targets still imply upside, but risk hasn’t disappeared
Street views remain broadly constructive on Coupang’s long-term story, but recent notes reflect a more cautious posture on the near-term path—especially around cybersecurity spending, customer trust, and regulatory scrutiny.
A widely circulated Investing.com analyst-rating report from Dec. 12 said Morgan Stanley analyst Seyon Park lowered Morgan Stanley’s price target to $31 from $35 while maintaining an Overweight rating. The report said Park adjusted forecasts to reflect estimated damages and higher cybersecurity spending, while expecting “minimal impact on operations,” though sentiment may “take time to recover.” [11]
Meanwhile, Investing.com’s consensus snapshot shows analysts still see meaningful upside on a 12-month view. The page lists 16 analysts with an average target around $34.98, with targets ranging roughly from $28.60 (low) to $40.00 (high), and a recommendation mix that tilts heavily toward Buy ratings. [12]
That “upside gap” is one reason CPNG can move quickly on any sign that the breach narrative is stabilizing. But it’s also why negative surprises—new enforcement actions, fines, or evidence of broader exposure—could hit valuation harder than they would for a slower-growing retailer.
What investors should know before the next session (Monday, Dec. 29)
Because the market is closed today, Monday’s open will be the first chance for U.S. investors to re-price the weekend headline (the apology) alongside any new developments from South Korea.
Here are the key items likely to matter most:
- Compensation plan details: Reuters said Kim pledged a plan soon, but did not elaborate. Any concrete numbers—points, credits, refunds, duration, eligibility—could shift the market’s estimate of near-term costs. [13]
- Regulatory updates and hearing headlines: Reports say a joint parliamentary hearing is scheduled for Tuesday and Wednesday, with Kim again declining to attend—an issue that could keep the story elevated in headlines. [14]
- Litigation and disclosure risk: The U.S. securities class action described by Reuters remains a background overhang. Investors should watch for any additional filings, motions, or updated class definitions that could influence perceived legal exposure. [15]
- Price levels and volatility after a sharp rebound: Friday’s intraday peak near $25.38 is an obvious technical reference point after the relief rally, while the after-hours indication near $24.42 provides a near-term sentiment marker going into Monday. [16]
- Macro calendar in a holiday-shortened week: Broader risk appetite can still sway high-beta consumer/tech-adjacent names. Investopedia’s week-ahead calendar highlights U.S. data including pending home sales (Monday), Case-Shiller home prices (Tuesday), jobless claims (Wednesday), and Fed minutes (Tuesday), with New Year’s affecting market schedules later in the week. [17]
Bottom line
Coupang stock enters the final trading days of 2025 with momentum from Friday’s “contained breach” rebound, but Sunday’s apology makes clear the incident is still evolving—politically, legally, and operationally. The next leg for CPNG will likely depend on whether the company can translate its assurance—limited data retention, no third-party transfer, and stronger controls—into confidence that costs and regulatory outcomes are bounded. [18]
References
1. www.reuters.com, 2. stockanalysis.com, 3. www.investing.com, 4. www.aboutcoupang.com, 5. www.investopedia.com, 6. www.reuters.com, 7. news.coupang.com, 8. www.reuters.com, 9. world.kbs.co.kr, 10. www.reuters.com, 11. www.investing.com, 12. www.investing.com, 13. www.reuters.com, 14. world.kbs.co.kr, 15. www.reuters.com, 16. stockanalysis.com, 17. www.investopedia.com, 18. www.aboutcoupang.com
