What Coop Marketing does

Coop Marketing (쿠프마케팅) is a Seoul-based mobile voucher and digital commerce platform company founded in 2005 that operates Korea's leading mobile gift voucher infrastructure. The company built and operates the proprietary 'i-number' platform for mobile coupon issuance, distribution, and authentication, with documented throughput of 2,000+ transactions per second and sub-3-second authentication speed. Its product portfolio spans mobile vouchers and gift cards (B2B and B2C), the Book N Life multi-cultural voucher (20,000+ offline redemption locations), Pay's Gift multi-brand integrated gift certificates, i-number Biz (corporate welfare), i-number Lite (B2B closed-loop platform enabling instant batch delivery to 5,000 recipients), and a proprietary barcode payment relay technology that connects platform points and prepaid balances to offline merchant networks.

The company monetizes primarily through transaction fees, per-voucher commissions, and platform service fees, supplemented by B2B subscription-style prepaid/postpaid point systems and gateway integration fees. It generates revenue across four customer segments: corporate/B2B clients purchasing bulk vouchers for employee welfare and promotions, B2C consumers purchasing via KakaoTalk Gift and e-commerce platforms, enterprise platform partners embedding its barcode relay into their apps (financial institutions, fintech apps, super apps), and international enterprise clients across Southeast Asia. Distribution channels include KakaoTalk Gift, major Korean e-commerce marketplaces (Naver Smart Store, Auction, Gmarket, 11th Street, Lotte On), the proprietary Pay's mobile app, AirAsia Super App, Toss BrandCon, and physical CGV kiosks.

Coop Marketing is the first mobile coupon specialist in Korea to obtain an Electronic Financial Business license for prepaid electronic payment instrument issuance and management (December 2024). International operations span Malaysia (CMAP, 2014), Indonesia (PT. Aldmic COOPN Digital, acquired 2021), Singapore (CNAP regional HQ, 2023), and Hong Kong, with overseas revenue growing at a 242% three-year CAGR. The company is privately held, with Stick Investment and IBK-NH Consortium acquiring a combined 70% stake in 2018/2019 and AirAsia Super App taking a strategic stake in the overseas holding entity in 2023.

Name

Coop Marketing

Legal name

(주)쿠프마케팅

Website

https://coopnc.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Coop Marketing operates Korea's leading mobile voucher and gift card platform, providing issuance, distribution, and authentication infrastructure to B2B enterprises, B2C consumers via KakaoTalk Gift, and white-label integrations for financial institutions and super apps across Korea and Southeast Asia.

Ownership category

akta.pro rank

Product category

Mobile Voucher and Digital Gift Card Services

NAICS

Credit Card Issuing (522210), Greeting Card Publishers (513191)

SIC

Personal Credit Institutions (6141), Greeting Cards (2771)

akta.pro primary industry

Closed-Loop Gift Cards (Single-Merchant) (FSAMANAB)

akta.pro secondary industries

Multi-Merchant / Shopping Mall Gift Cards (FSAMANAC), Corporate & Incentive / Reward Prepaid Programs (FSAMANAD), Prepaid Card Program Managers & Issuers (BIN Sponsors) (FSAMANAK)

Keywords

• Mobile vouchers
• Digital gift cards
• Prepaid payment services
• Payment gateway services
• Corporate welfare platforms

Headquarters

HQ city

Seongdong

HQ country

South Korea

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Mobile Voucher Issuance and Distribution: Issuance, distribution, and sale of mobile vouchers and gift cards to corporate clients and consumers. Revenue generated through per-transaction fees, commission on voucher sales, and platform service fees.
2. Electronic Financial Business (Prepaid Payment Instrument): Registration as Electronic Financial Business (Prepaid Payment Instrument Issuer/Manager) enables regulated issuance and management of prepaid digital payment instruments. Revenue from service fees on prepaid balances managed on platform.
3. i-number Lite B2B Bulk Voucher Platform: B2B closed-loop e-commerce platform for corporate members. Corporate clients prepay or postpay points to purchase vouchers at scale for employee welfare and marketing purposes.
4. Payment Gateway / Barcode Relay Services: Technical services enabling enterprise apps to integrate voucher payment functionality via barcode relay. Revenue from gateway fees and per-transaction processing charges.
5. Digital Advertising: Investment in digital advertising business synergy with core mobile voucher operations.
6. Insurance (CoopFyMaps): Mini insurance products for mobile/digital distribution through subsidiary CoopFyMaps.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels6 records

Core offering

Coop Marketing operates Korea's leading mobile voucher and digital gift card business through its proprietary i-number issuance and authentication platform. It distributes mobile gift vouchers, the Book N Life cultural gift certificate, multi-brand Pay's Gift integrated vouchers, and a barcode payment relay service that connects enterprise apps to offline merchant networks across 1,600+ affiliated brands and 130,000+ merchants in Korea and Southeast Asia.

Product overview

Coop Marketing operates a multi-product mobile voucher and digital commerce ecosystem centered on its proprietary i-number issuance and authentication platform. The core product portfolio spans: Mobile Vouchers & Gift Cards (corporate bulk distribution and branded gift cards), Book N Life Voucher (multi-cultural voucher with 20,000+ usage locations), Mobile Gift (choice-based exchange vouchers in physical and digital formats), Voucher Service (VIP membership management), Payment Gateway (offline barcode payment intermediation connecting client apps to merchant networks), and i-number Lite (B2B closed-loop corporate voucher platform). These products are distributed via the company's own apps (Pay's App, i-number Lite), major Korean e-commerce channels (KakaoTalk Gift, Naver, Auction, Gmarket, 11th Street, Lotte On), and international platforms (airasia Superapp, local e-wallets). Subsidiaries include Korea Pay's Service (mobile value voucher issuance), Pay's Booknlife (Book N Life operations), and CNAP (Asia-Pacific regional management).

Differentiator

Problem solved

Functional benefit

Brands

• Pay's (페이즈): Mobile payment and commerce app offering mobile gift cards, payment services, and promotional dining packages with partner brands
• 아이넘버 (i-number)
• 북앤라이프 (Book N Life)
• Pay's Gift (페이즈 기프트)
• 아이넘버 비즈 (i-number Biz)
• 아이넘버 라이트 (i-number Lite)
• 핫플패스 (Hot Place Pass)
• 페이즈샵 (Pay's Shop)
• Family Voucher (패밀리바우처)
• CMAP (쿠프마케팅 아시아 퍼시픽)

Products and services

• Mobile Vouchers & Gift Cards (모바일상품권 & 기프트카드) Corporate-focused mobile voucher and gift card solutions supporting bulk distribution, PIN-based authentication, and custom branding for promotions and customer rewards. Sold through B2B bulk orders and B2C channels including KakaoTalk Gift, Naver, Auction, Gmarket, and the Pay's mobile app.
• Book N Life Voucher (북앤라이프 도서문화상품권) Multi-cultural gift voucher spanning books, movies, performances, dining, shopping, and digital content; over 20,000 offline usage locations and 600+ online platforms; widely used for employee benefits and customer rewards in Korea.

Quantifiable outcome

• 20+ years of uninterrupted mobile voucher market leadership in Korea.
• +4 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature6 records

Partnerships

19 partnerships are on record, tiered core, minor and moderate.

• KakaoPay (카카오페이와)coreGTM or Marketing Partner · 11 March 2025Coop Marketing partnered with KakaoPay to supply its affiliated brand network (including E-Mart, Mega MGC Coffee, and ~30 other brands) as redemption locations for KakaoPay's new 'Good Deal' service. The service allows KakaoPay users to pay with KakaoPay Money or points at partner brands and receive instant discounts and point accrual. Powered by Coop Marketing's barcode payment relay solution.
• Mad for Garlic (매드포갈릭)minorGTM or Marketing Partner · 9 February 2025Coop Marketing's Pay's App partnered with Mad for Garlic to offer premium dining packages at up to 85% discount. Packages include 2-3 person meal vouchers, steak discounts, and premium set discounts. Limited quantity promotion sold exclusively through Pay's mobile app.
• Cafe24 (카페24)moderateStrategic or Co-development Partner · 22 October 2024Business cooperation MOU signed for mobile voucher/exchange voucher and content business expansion. Coop Marketing provides platform technology for online shopping mall operators to offer branded mobile vouchers. Cafe24 provides customer support, platform support, and market expansion resources for online shopping mall operators.
• SNOW (스노우)moderateGTM or Marketing Partner · 31 May 2024Sales partnership for SNOW app subscription and usage rights. Coop Marketing sells VIP 1-month subscription voucher and 3 types of AI content usage vouchers (AI Profile Express, AI US Graduation Photo Express, AI Business Profile). First sales channel is KakaoTalk Gift.
• Frank Burger (프랭크버거)moderateGTM or Marketing Partner · 10 May 2024Mobile coupon service partnership for Frank Burger, a Korean handmade burger franchise with 650+ locations and KRW 100B+ in annual revenue. Coop Marketing manages issuance, authentication, and sales of 10 mobile coupon types (6 exchange vouchers, 4 value vouchers).
• eBridget (이브릿지)minorGTM or Marketing Partner · 9 August 2023Sales partnership for airport lounge passes. Coop Marketing sells lounge access vouchers for 10 international lounges at Incheon, Gimpo, and Gimhae airports through KakaoTalk Gift at 22% discount.
• Mexicana Chicken (멕시카나치킨)minorGTM or Marketing Partner · 8 August 2023Promotional partnership offering mobile coupons at up to 16% discount for Mexicana Chicken menu items including Chitos Chicken sets. Conducted via KakaoTalk Gift.
• AirAsia Super App (에어아시아 슈퍼앱)coreStrategic or Co-development Partner · 14 July 2023AirAsia Super App invested in Coop Marketing's overseas holding company CNAP (Coop Network Asia Pacific) and partnered to operate 'airasia gifts' mobile coupon gifting service. Service launched in Malaysia, Indonesia, and Singapore with ~470 brand coupons. AirAsia Super App has 51 million+ users across Asia. Strategic investment and platform partnership.
• Eiders Korea / Puradak Chicken (아이더스코리아/푸라닭)minorGTM or Marketing Partner · 23 May 2023Mobile coupon service partnership for Puradak Chicken. Coop Marketing manages issuance, authentication, and sales of 91 mobile coupon types (88 exchange vouchers + 3 value vouchers).
• Tway Air (티웨이항공)moderateGTM or Marketing Partner · 4 May 2023Tway Air mobile voucher launched on KakaoTalk Gift. 4 value voucher denominations (KRW 50K, 100K, 300K, 500K) usable for flight bookings, in-flight meals, and excess baggage on Tway website and app.
• Bank Salad (뱅크샐러드)minorGTM or Marketing Partner · 28 April 2023Sales partnership for genetic testing vouchers. Bank Salad's DNA testing service (used by ~230,000 people) vouchers sold through Gmarket, Auction, Lotte On, and Naver Smart Store, with gift capability.
• Seongdong-gu District Office (성동구)moderateStrategic or Co-development Partner · 28 March 2023MOU for 'Seongdong-style Hometown Donation Activation and Local Brand Building'. Seongsui-area local brand voucher 'Seongsui Hotplace Pass' selected as a gift for the hometown donation program. Joint effort to promote local economy.
• Toss (토스)moderateGTM or Marketing Partner · 17 March 2023Coop Marketing supplies ~3,000 mobile coupons from 60+ brands (cafes, desserts, convenience stores, dining, OTT) to Toss BrandCon service. Available within Toss app under 'Payment' category, payable via Toss Pay.
• Coop Source (협동조합소스)minorGTM or Marketing Partner · 16 September 2022MOU for mobile voucher supply to welfare malls and group purchase malls operated by Coop Source for labor unions, associations, and group members.
• Bizplay (비즈플레이)minorGTM or Marketing Partner · 2 September 2022Supply of mobile vouchers to Bizplay's 'Gifting Service' within their expense management solution. Vouchers for mart, convenience store, cafe, and restaurant brands provided for employee welfare and customer event prizes.
• LEGO Store Korea (레고스토어)minorGTM or Marketing Partner · 3 December 2021LEGO Store mobile coupons launched with 40+ product exchange vouchers and 3 value denominations (KRW 20K, 30K, 50K). Sold via KakaoTalk Gift.
• Yanadu (야나두)minorGTM or Marketing Partner · 13 July 2021Launch of Yanadu course subscription mobile coupons. 4 types of education coupons including Magic English 2-month pass and Beginner Chinese 1-year pass. Sold via KakaoTalk Gift.
• Aldmic Technology Indonesia (알드믹 테크놀로지)coreStrategic or Co-development Partner · 22 April 2021Coop Marketing acquired majority stake in Aldmic Technology Indonesia and rebranded as 'Aldmic COOPN Digital'. Joint venture for B2B and B2C mobile coupon operations in Indonesia. Indonesia is the world's 4th most populous country with favorable digital infrastructure.
• CoopFyMaps (쿠프파이맵스)moderateOthers · 23 October 2018Subsidiary company established to develop and distribute mini insurance products via mobile/digital channels. Benchmarks Japan's mobile insurance market.

Scale indicators17 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• BC Card: Korea's largest payment processor and card issuer, operating gift card and prepaid product infrastructure. Comparable in regulated prepaid payment instruments and Korean card-network distribution, though focused on payment cards rather than merchant vouchers.
• Kakao (Kakao Corp): Operates KakaoTalk Gift, Korea's dominant mobile gifting platform, which is both Coop Marketing's largest customer/distribution channel and a potential vertical-integrator. Directly comparable in the Korean mobile gifting space at far greater scale.
• Naver (Naver Pay / Smart Store): Operates Naver Smart Store and Naver Pay, a major distribution channel for Coop Marketing's mobile vouchers. Comparable as a Korean e-commerce/gifting platform with overlapping customer base and the ability to vertically integrate voucher services.
• Lotte Group (Lotte On / Lotte Card): Operates Lotte On e-commerce platform and is a Coop Marketing customer for the Giftiel mobile voucher platform. Comparable as a Korean conglomerate with its own gifting and voucher infrastructure that could compete or partner.

Direct peers

• NHN (PAYCO): Operates PAYCO Gift shop in Korea, a direct competitor in mobile gift voucher distribution, and a customer of Coop Marketing's payment relay technology. Comparable in product offering and Korean market focus.
• Viva Republica (Toss): Korean super-app operator whose Toss BrandCon service distributes third-party mobile coupons from 60+ brands. Directly comparable in mobile voucher distribution to consumers via a payment app, and increasingly a partner-competitor in Korean voucher/gifting.
• InComm Payments: Global prepaid and gift card technology company operating gift card mall platforms, payment processing, and B2B prepaid programs. Directly comparable in product (closed-loop and multi-merchant gift cards) and B2B/B2C dual channel.
• Blackhawk Network: US-based global leader in branded gift card and prepaid payment solutions with a multi-merchant, multi-country model. Closest international comparable in business model: gift card issuance, distribution platform technology, and enterprise/consumer dual channel.
• SK Planet (OK Cashbag / Syrup): Operates OK Cashbag and Syrup, Korean loyalty and coupon platforms tied to mobile payments. Comparable in mobile coupon/loyalty distribution, prepaid point management, and Korean consumer-facing brand-partner network.

Regional players

• Rakuten (Rakuten Gift / Viber / LINE Pay): Operates Rakuten Gift in Japan and voucher/coupon infrastructure across Asia, comparable in product offering and Asian geographic focus. Different geography but highly similar business model in mobile vouchers and digital gifting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/coop-marketing

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Coop Marketing