[Exclusive] "This Is Why Samsung Stands Out"... Onnuri Gift Certificates Replace Loyalty Points

Gift Certificates Worth 10-20% of Purchase to Be Refunded
Promotion to Run Both Online and Offline This Month
Industry: "Move Seen as Public Apology After Labor-Management Conflict"

Samsung Electronics has launched a large-scale promotional event across both online and offline channels, announcing that a portion of customers’ purchase amounts will be given back in the form of "Onnuri Gift Certificates."

Unlike the usual practices in the home appliance industry—such as awarding points or offering cash rebates—Samsung’s move to provide Onnuri Gift Certificates, which can be used in traditional markets, is being described as highly unusual within the industry. Many interpret this as a gesture of coexistence with local businesses, as well as an expression of apology for the heightened public concern caused by last month’s strike threats and severe labor-management conflicts.

Chairman Lee Jae-yong. Photo by Yonhap News

According to industry sources on June 5, Samsung Electronics plans to run a promotion this month through its nationwide offline stores (Samsung Store) and official online shop, offering customers who purchase major home appliances a rebate of 10% to 20% of the payment amount in Onnuri Gift Certificates.

Typically, home appliance companies use promotional events to boost customer loyalty by providing their own mileage points or card-linked discounts. This approach helps reinforce customer retention and maintain continuous sales flows, with the companies shouldering the promotional costs.

Samsung Store at Gangnam Station, Seoul. Photo by Yongjun Cho jun21@

However, by providing Onnuri Gift Certificates, these promotional costs flow to traditional markets rather than staying with Samsung Electronics. The company’s decision to purchase a large quantity of gift certificates in advance and use them as a marketing tool is drawing reactions within the industry as "a very rare move."

For this reason, industry analysts are viewing the initiative as a "strategic decision" that goes beyond a simple promotional event. The intention is seen as a commitment to coexistence and revitalization of the real economy, in response to the social controversy and bonus disputes that arose during last month’s largest-ever strike threat in company history.

Although Samsung Electronics and its labor union managed to narrowly avoid a strike through last-minute negotiations, the prolonged conflict fueled public concern. In response, the Samsung Electronics executive team previously announced the creation of a 5 trillion won coexistence fund. This rebate promotion, too, is said to align with the company’s broad-based coexistence management policy.

An industry official commented, "Investing a large sum to purchase Onnuri Gift Certificates and using them for home appliance promotions signals Samsung’s intent to align with the government’s policies for stabilizing the real economy and revitalizing traditional markets and local businesses. At the same time, it can be seen as an effort to improve the company’s image and deliver a public apology following the recent labor disputes."

This content was produced with the assistance of AI translation services.