Naver Pay因贷款执行奖励5万韩元积分促销被批评或助长借贷，但该促销自5月起已运行，无监管处罚

Naver Pay is running a promotion that gives customers 50,000 won ($36) worth of Npay points when they take out a personal loan through its platform, drawing criticism that the cash-like incentive encourages borrowing at a time when authorities are still restraining household lending.
The "Npay Loan Execution Reward" event runs from the 1st through the end of the year, according to financial industry sources on the 1st.
Customers who apply for a product marked "50,000-won reward" on Naver Pay's loan comparison service and actually draw down the loan receive 50,000 won in Npay points the following day. Simply checking rates does not qualify; the loan must be executed. Npay points can be used for payments at online and offline merchants, making them effectively equivalent to cash.
Naver Pay operates a loan brokerage platform that lets users compare interest rates and credit limits from multiple financial firms at a glance and apply directly. It does not lend money itself, but earns referral fees from partner lenders when users take out loans through the platform.
Financial regulators recently expanded banks' lending capacity somewhat to channel funds to owner-occupier buyers and other genuine borrowers, but the broader stance on managing household debt remains in place — prompting questions about whether marketing that directly induces loan drawdowns is appropriate. The event applies to new personal loans rather than refinancing designed to move existing debt to lower rates. Naver Pay has run similar promotions in the past, and the current flat 50,000-won reward format has been in place since May.
"Loan comparison does broaden consumer choice, but offering cash-like benefits for the act of taking out a loan itself can fuel unnecessary borrowing demand," an official in the financial industry said.