Hidden Behind Innovation, Mechanical Labor and Opaque Management—The Peak of Coupang’s ESG Risks

(As of January 2, 2026) Coupang (CPNG), the undisputed leader in South Korea's e-commerce market, is facing its greatest crisis since its inception due to deep-seated structural flaws and ethical voids hidden behind its rapid growth. Recent revelations during the National Assembly audit—including a string of worker deaths, allegations of treating employees like "machines," and a catastrophic personal data breach affecting 33.7 million users—are raising fundamental questions about who Coupang's "innovation" truly serves. From an ESG (Environmental, Social, and Governance) perspective, Coupang’s