Incident Score: Analysis & Impact (MUS29C1788079914)
The details regarding individual company incidents & reports gives you full view from every side.
Rankiteo Score Impact Analysis
Key Highlights From The Incident Analysis
- Timeline of 29CM's Breach and lateral movement inside company's environment.
- Overview of affected data sets, including SSNs and PHI, and why they materially increase incident severity.
- How Rankiteo’s incident engine converts technical details into a normalized incident score.
- How this cyber incident impacts 29CM Rankiteo cyber scoring and cyber rating.
- Rankiteo’s MITRE ATT&CK correlation analysis for this incident, with associated confidence level.
Full Incident Analysis Transcript
In this Rankiteo incident briefing, we review the 29CM breach identified under incident ID MUS29C1788079914.
The analysis begins with a detailed overview of 29CM's information like the linkedin page: https://www.linkedin.com/company/29cm, the number of followers: 0, the industry type: Technology, Information and Internet and the number of employees: 182 employees
After the initial compromise, the video explains how Rankiteo's incident engine converts technical details into a normalized incident score. The incident score before the incident was 838 and after the incident was 787 with a difference of -51 which is could be a good indicator of the severity and impact of the incident.
In the next step of the video, we will analyze in more details the incident and the impact it had on 29CM and their customers.
On 03 December 2023, 29CM disclosed Data Breach issues under the banner "29CM Data Breach Exposes Personal Information of 159,000 Customers".
South Korean fashion and lifestyle platform 29CM disclosed a data breach affecting approximately 159,000 customers due to unauthorized external access to an API used for retrieving order information.
The disruption is felt across the environment, affecting API for order information retrieval, and exposing Personal information (names, email addresses, phone numbers, delivery details), with nearly 159,000 records at risk.
In response, teams activated the incident response plan, moved swiftly to contain the threat with measures like Blocked the access route, and began remediation that includes Review and strengthen security systems, and stakeholders are being briefed through Notified affected customers, dedicated webpage for 30 days.
The case underscores how Ongoing, teams are taking away lessons such as Need to strengthen security systems to prevent future breaches, particularly API security, and recommending next steps like Users should change passwords if reused, remove or update personal details in delivery instructions, and be cautious of phishing scams, with advisories going out to stakeholders covering Affected customers notified, advised to change passwords and update personal details. Warned about phishing scams.
Finally, we try to match the incident with the MITRE ATT&CK framework to see if there is any correlation between the incident and the MITRE ATT&CK framework.
The MITRE ATT&CK framework is a knowledge base of techniques and sub-techniques that are used to describe the tactics and procedures of cyber adversaries. It is a powerful tool for understanding the threat landscape and for developing effective defense strategies.
MITRE ATT&CK® Correlation Analysis
Rankiteo's analysis has identified several MITRE ATT&CK tactics and techniques associated with this incident, each with varying levels of confidence based on available evidence. Under the Initial Access tactic, the analysis identified Exploit Public-Facing Application (T1190) with high confidence (90%), supported by evidence indicating unauthorized external access to an API used for retrieving order information. Under the Credential Access tactic, the analysis identified Steal Application Access Token (T1528) with moderate to high confidence (70%), supported by evidence indicating aPI used for retrieving order information was accessed unauthorized. Under the Collection tactic, the analysis identified Data from Information Repositories (T1213) with high confidence (90%), supported by evidence indicating names, email addresses, phone numbers, and delivery details exposed. Under the Exfiltration tactic, the analysis identified Exfiltration Over C2 Channel (T1041) with moderate to high confidence (70%), supported by evidence indicating data breach affecting approximately 159,000 customers and Automated Exfiltration (T1020) with moderate confidence (60%), supported by evidence indicating aPI vulnerability exploited for unauthorized access. Under the Impact tactic, the analysis identified Data Manipulation: Stored Data Manipulation (T1565.001) with moderate confidence (50%), supported by evidence indicating leaked information could be exploited for phishing scams. These correlations help security teams understand the attack chain and develop appropriate defensive measures based on the observed tactics and techniques.
Sources & References
- 29CM Rankiteo Cyber Incident Details: https://www.rankiteo.com/company/29cm/incident/MUS29C1788079914
- 29CM CyberSecurity Rating page: https://www.rankiteo.com/company/29cm
- 29CM Rankiteo Cyber Incident Blog Article: https://blog.rankiteo.com/mus29c1788079914-musinsa-29cm-breach-august-2026/
- 29CM CyberSecurity Score History: https://www.rankiteo.com/company/29cm/history
- 29CM CyberSecurity Incident Source: https://www.koreajoongangdaily.com/korea/musinsa-subsidy-29cms-data-breach-affects-159000-customers/12850723
- Rankiteo A.I CyberSecurity Rating methodology: https://www.rankiteo.com/Images/rankiteo_algo.pdf
- Rankiteo TPRM Scoring methodology: https://static.rankiteo.com/model/rankiteo_tprm_methodology.pdf