Some analysts were, however, cautious about the costs involved in gaining market share. "Coupang has been spending quite a lot on marketing and advertisements but they need to be more strategic when it comes to such additional costs as they are still not generating profit," said YS Jung, an analyst at NH Investment & Securities. Founded by 41-year-old Harvard graduate Bom Kim in 2010, Coupang made a splash with its 'Rocket Delivery' service that promised delivery within 24 hours and dealt a sharp blow to the country's family-owned retail conglomerates including Shinsegae and Lotte. It secured a combined $3 billion in investment from SoftBank and its Vision Fund in 2015 and in 2018. ($1 = 1,216.7800 won) (Reporting by Heekyong Yang; Additional reporting by Hyunjoo Jin; Editing by Edwina Gibbs)