Employees at Coupang Inc. have handed the e-commerce giant’s leadership dismal ratings across key workplace metrics, according to internal data that shows a severe erosion of worker confidence following a major personal data leak late last year.
An analysis released July 29 by workplace platform Blind revealed that employee interest in the company surged dramatically immediately after the breach became public before gradually subsiding. However, months after the crisis, internal faith in Coupang’s management has shown little sign of recovery, consistently ranking as the worst-performing metric among major workplace categories.
Blind analyzed reviews from 970 Coupang employees submitted between January 2024 and May 2025. During this period, the company’s average monthly workplace rating sat at a mediocre 3.13 out of 5.
The discontent was heavily concentrated at the top. Management received the lowest average score among five core categories at 2.46. It was followed by company culture at 2.73, work-life balance at 2.87, and compensation and benefits at 2.91. Conversely, career development emerged as the sole bright spot, earning the highest average rating at 3.23.
The data highlights a direct correlation between the company’s operational missteps and internal morale. Ratings for Coupang’s leadership languished in the 2-point range throughout the study, but hit a nadir of 2.08 in December 2024, just as public scrutiny over the data leak intensified. The metric failed to stage a meaningful rebound in the early months of 2025, remaining stuck in the low-to-mid 2-point range.
Other metrics proved more resilient. While career-development ratings mirrored the management slump by dropping from a peak of 3.57 in August 2024 to 2.80 in December, they quickly rebounded above the 3.0 threshold in 2025, climbing back to 3.26 by May.
The anxiety rippling through Coupang’s offices was clearly visible in the sudden spike in traffic on Blind, an anonymous app widely used by corporate tech workers to discuss workplace grievances.
Searches for Coupang on the platform skyrocketed from 17,723 in November 2024 to 69,299 in December—nearly quadrupling in a single month. The number of unique users searching for the company more than tripled over the same period, jumping from 8,956 to 27,767. The sudden influx shattered the company’s baseline trend, which had historically hovered between 7,000 and 10,000 monthly searches during the first ten months of 2024.
The digital panic eventually cooled in the new year. Search volumes steadily receded to 30,616 in January, before dropping back to baseline levels by the spring, recording 9,095 searches in May.
Still, the breach drove unprecedented engagement. Blind found that its monthly active users accounted for 72.2% of Coupang’s entire workforce in December 2024, the highest level recorded during the study. Employee participation remained elevated through the first half of 2025, averaging 65.1% over the entire survey period.
“The management rating remained deeply depressed in the low-to-mid 2-point range long after the initial shock of the personal data leak,” a Blind data analyst said. “The findings suggest that employee sentiment was shaped not just by the security failure itself, but by how leadership chose to manage the fallout in the months that followed.”
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