Samsung Electronics' 500 Billion Won Win-Win Plan: 400 Billion Won in Onnuri Gift Certificates to Be Distributed Starting on the 8th

Samsung Electronics, which has pledged to invest 5 trillion won over five years to expand its social contribution, will roll out 400 billion won as its first initiative starting on the 8th for four weeks.
Beginning that day, Samsung Electronics will provide all customers who make purchases with rewards worth up to 20% of the purchase amount in Onnuri Gift Certificates through the "Samsung Electronics Appreciation Festival with the People."
Following last month’s agreement with labor unions on performance-based bonuses, Samsung Electronics executives abruptly announced a plan for "5 trillion won in social contribution over five years," saying the company’s profits should be shared not only with employees but also with the public. After this appreciation festival, Samsung Electronics plans to roll out additional social contribution measures for partners, vulnerable groups, and young talent in stages within the year. The company’s social standing as a "people’s company" and "people’s electronics" is also expected to rise further.
■ Launching the 500 Billion Won Win-Win Commitment
According to Samsung Electronics on the 7th, all customers who buy Samsung Electronics products will receive digital Onnuri Gift Certificates worth 20% of their purchase amount for four weeks. This is the first project under its expanded social contribution plan.
Because the company has chosen to provide gift certificates rather than cash, the spending effect is expected to ripple through traditional markets, neighborhood shopping districts, and small business stores nationwide, all of which accept Onnuri Gift Certificates. The plan is designed so that the money Samsung Electronics distributes can serve as a catalyst for local economic revitalization. The economic impact of Onnuri Gift Certificates has also been confirmed by statistics.
According to data released in March by the Small Enterprise and Market Service, sales at stores affiliated with Onnuri Gift Certificates rose by about 4% immediately after joining the program. The sales boost widened to 5% in the first year, 9.2% in the second year, and 12.2% in the third year. Sales of Onnuri Gift Certificates have also continued to grow steadily. Annual sales, which stood at 831.5 billion won in 2015, climbed to 2.6732 trillion won last year, more than tripling in 10 years.
Samsung Electronics explained, "In the era of Artificial Intelligence (AI), we believe the achievements we have made in key businesses, including semiconductors, are thanks to the support and encouragement of the public, and we prepared this event to express our gratitude."
■ More Benefits for Uniformed Public Servants
Samsung Electronics will offer even greater benefits to so-called "uniformed public servants" who dedicate themselves to the nation and the public. Military personnel, police officers, firefighters, correctional officers, and other K-Hero recipients will receive benefits worth 30% of the purchase amount.
The beneficiaries are estimated at more than 700,000 people, including about 500,000 members of the armed forces, including active-duty soldiers, about 131,000 police officers, about 66,000 firefighters, and about 16,000 correctional officers.
The event will be held on Samsung Electronics Family Mall, the company’s online shopping platform. Since 2024, Samsung Electronics has operated the K-Hero Family Festa, offering product purchase benefits to uniformed public servants.
Starting with this National Appreciation Festival, Samsung Electronics is internally reviewing follow-up social contribution measures. The company is considering expanded support for second- and third-tier partners, broader inclusive finance for financially vulnerable groups, and the nurturing of young talent in the AI field.
A senior Samsung Electronics official said, "We are keeping the public’s expectations and standards in mind, and we continue to think about what role a company should play in society." The official added, "We are continuing discussions so that follow-up measures for partners, vulnerable groups, and young people can be announced within the year."
Samsung Electronics has carried out large-scale social contributions in the past as well. After the death of former Chairman Lee Kun-hee in 2020, the company donated a total of 1 trillion won to the medical sector, including 700 billion won for infectious disease response and medical infrastructure, and 300 billion won for children with pediatric cancer and rare diseases. It also donated 21,600 cultural assets, including 14 National Treasures (South Korea) and 46 Treasures (Cultural Property), as well as 1,600 modern and contemporary artworks by Kim Whanki, Pablo Picasso, and others, to the state.
It allocates several hundred billion won a year to social responsibility programs and has fully paid the 12 trillion won inheritance tax, the largest amount ever in the nation’s history.
moving@fnnews.com Lee Dong-hyeok, Jo Eun-hyo Reporter