Coupang Pay, the fintech arm of South Korean e-commerce giant Coupang, is actively recruiting in-house legal counsel specializing in stablecoins. The hiring signals a significant escalation in the company’s digital asset ambitions.

The move positions Coupang as one of Asia’s most aggressive non-financial corporations to bet on stablecoin infrastructure ahead of imminent Korean legislation.

Legal Team as Strategy Unit

The company posted two simultaneous job listings on its careers page. One targets junior attorneys within two years of qualification. The other seeks senior or principal-level counsel with at least three years of relevant experience. Both postings list identical responsibilities across three areas: domestic fintech payments, stablecoin and virtual asset regulation, and global payment partnerships.

The stablecoin-specific duties are notably detailed. Candidates will review business structures for stablecoin issuance, utilization, and distribution. They will also handle regulatory engagement with Korea’s Financial Intelligence Unit and the Financial Services Commission. The senior role adds a telling requirement: the ability to “translate new regulatory domains into business opportunities.”

Coupang Pay framed its legal team in explicitly strategic terms. The team “designs new business models while maintaining regulatory compliance,” the company said in its postings. That language positions the legal function closer to a product strategy unit than a traditional compliance department.

Already Inside the Infrastructure

Listed on the New York Stock Exchange, Coupang operates across South Korea and Taiwan and regularly remits significant sums to its US parent.

Coupang is no stranger to stablecoin infrastructure. In the second half of 2024, the company joined as an early partner of Tempo, a Layer 1 blockchain developed by Stripe. Tempo is purpose-built for stablecoin payments. Partners, including Visa, Deutsche Bank, and Standard Chartered, have been piloting real-world payment environments on-chain since late last year.

The financial incentive is clear. Coupang recorded approximately $33 billion in revenue last year. Assuming a 1% card fee rate, stablecoin adoption could save roughly $340 million annually. Cross-border remittance costs to its US parent add further pressure. Industry estimates put total annual savings between $155 million and $200 million, even after infrastructure costs.

Coupang operates across South Korea and Taiwan, where it also runs the Farfetch luxury platform. The job postings explicitly mention Coupang Taiwan, Farfetch, and a “global integrated app” as targets for overseas payment legal review. This suggests stablecoin integration is being planned well beyond Korea’s borders.

Legislative Tailwind, Political Headwind

The timing aligns with Korea’s legislative calendar. South Korea’s ruling party and the National Assembly are actively discussing a regulatory framework for KRW-backed stablecoin issuance, though no legislation has been finalized. It would mark the first time domestic won-denominated stablecoin issuance has been legally permitted in nearly nine years.

However, Coupang carries political baggage into this push. The company faced significant backlash last year following a personal data leak incident. Its decision to conduct an internal “self-investigation” rather than cooperate fully with regulators drew sharp criticism. Industry observers note this friction could slow domestic regulatory approvals for new financial services.

Korea’s stablecoin race is accelerating. Coupang appears determined not to be left behind.

GMX DAO has approved a plan to redirect rewards and concentrate liquidity on its own rails.

GMX DAO has passed a proposal to overhaul how value flows through the derivatives protocol, aiming to restore clearer price discovery and reduce dependence on centralized exchanges and fragmented liquidity pools. Under the new framework, a larger portion of protocol rewards will be routed to the DAO treasury instead of going straight to stakers, giving the community more flexibility to fund buybacks, incentives, and long-term development. At the same time, liquidity is being steered toward GMX’s own infrastructure, with an emphasis on deeper native markets rather than thin order books scattered across multiple venues. Backers of the proposal argue that concentrating liquidity and control inside the protocol can make prices less vulnerable to abrupt swings driven by external market makers and short-term speculative flows.

The changes come after a period in which GMX’s token performance lagged broader market rebounds, even as volumes on leading perpetuals venues climbed and blue-chip DeFi names saw renewed interest. Community discussions highlighted concerns that incentives were overly focused on short-term yield and that too much effective price discovery was occurring off-platform, where order flow and liquidity conditions are harder for the DAO to influence. By building a larger treasury and emphasizing native liquidity, GMX is attempting to align token economics more tightly with the actual usage and profitability of the protocol. The move echoes steps taken by other DeFi projects listed on platforms like Coinbase, which have shifted toward models that prioritize sustainable fee capture over aggressive emissions.

Protocol value and market structure

From a market-structure perspective, the GMX decision reflects a broader trend in DeFi, where protocols are reassessing how they balance user incentives, governance, and long-term resilience. Rather than relying on perpetual token emissions or external liquidity mining, more projects are experimenting with treasury-driven strategies, dynamic fee sharing, and targeted buybacks. This approach is influenced in part by the growing presence of institutional actors and payment firms that demand more predictable frameworks, similar to how companies like Visa structure reward flows and capital allocation in traditional finance. For GMX, building a sizable treasury war chest creates optionality: the DAO can respond to market stress, fund new product lines, or adjust incentive schemes without having to dilute holders through new token issuance.

The timing of the shift also intersects with a healthier, spot-led environment in major crypto assets such as Bitcoin (BTC), where leverage has normalized and ETF-driven flows are stabilizing. In that context, a derivatives protocol’s ability to offer deep, reliable on-chain markets becomes more important than simply broadcasting high nominal yields. As regulatory frameworks like MiCA advance and exchanges refine their listings of DeFi tokens, projects with transparent, treasury-backed value flows may be better positioned to attract both retail and professional liquidity. For GMX holders and users, the key question is whether the new model can translate into tighter spreads, more robust on-chain volumes, and a stronger link between protocol revenue and token performance without sacrificing the competitive incentives that first drew traders to the platform.