“Samsung wins the title—will TVs and refrigerators be discounted?” ... 1.11 million won in benefits 12 years ago

[Financial News] With the Samsung Lions winning the Korean Series for the first time in 12 years, attention is turning to whether Samsung Group affiliates will hold commemorative discount events. Given that special offers were provided on Samsung Electronics TVs, clothing and Everland tickets after a previous championship, people are watching to see whether similar events will be held this year.
Samsung defeated the KT Wiz 12-1 in Game 5 of the 2026 KBO Korean Series at Daegu Samsung Lions Park on the 8th. After losing Game 1, the team won four straight games to clinch the championship with a 4-1 series record. It was the club’s first Korean Series title in 12 years, since 2014, and its ninth overall.
Samsung Group affiliates have also offered discounts on home appliances, fashion items and other products in the past to mark the baseball team’s championships.
A notable example was in 2014. Samsung Electronics held the “1111 Grand Festival” to celebrate the Lions’ Korean Series win. The event’s name drew on details such as Samsung recording 11 hits and 11 runs in the game held on Nov. 11.
The discounts were substantial. Samsung Electronics offered customers buying curved ultra-high-definition (UHD) TVs, then considered premium home appliances, benefits worth up to 1.11 million won. The event ran for 11 days, from Nov. 13 to 24.
A prize event was also held for Samsung Rewards members. Among customers who bought products during the event, 1,111 were selected by lottery and each received two Everland admission passes.
The fashion affiliate also joined the championship celebrations. At the time, Cheil Industries held a special discount event at major brand stores nationwide from Nov. 14 to 23.
Several brands took part, including Bean Pole, Samsung Galaxy, Rogadis, KUHO and 8seconds. Some padded jackets and coats were discounted by up to 20%, while other items included in the event received a standard 10% discount.
A prize event was also arranged for customers, with gift certificates, clothing, accessories and other items on offer. The baseball team’s championship was thus linked to benefits on purchases of home appliances and fashion items.

Meanwhile, Samsung Electronics is holding the “Korea Grand Festival with Samsung Electronics” from the 1st through the 30th. The company is participating in a nationwide effort to stimulate consumer spending, and the event was planned separately from the Lions’ championship.
The event covers 11 categories of major home appliances, including TVs, refrigerators, washer-dryers and vacuum cleaners. Purchase benefits are also available on mobile and information technology (IT) products such as the Samsung Galaxy Z Fold 8, Galaxy Tab S11 and Samsung Galaxy Book 6 Pro.
There are also additional benefits for customers buying several products together. Samsung Electronics is offering a “Smart Package,” with benefits based on the number of eligible products purchased when customers buy two or more. The maximum benefits are worth 6 million won, while the actual amount depends on the purchase conditions and products.
“Samsung Week,” marking the 57th anniversary of Samsung Electronics’ founding, is also running through the 30th of this month. Both events were scheduled before the Korean Series championship.

Meanwhile, retail industry marketing that capitalizes on the popularity of baseball teams has already taken place in Daegu.
The Hyundai Daegu held the “Lions Fan Festa” last month to mark the Samsung Lions’ advance to the postseason. It brought together player-related exhibitions, commemorative merchandise sales and hands-on activities so baseball fans could visit various parts of the department store.
Customers who visited wearing Lions uniforms were also offered discounts or free drinks at some food and beverage outlets. The ninth-floor Woking Cup offered a 10% discount, while Café H on the seventh floor offered free drinks.
Baseball fans’ visits also affected the number of department store customers. According to The Hyundai Daegu, visitor numbers during the Lions Fan Festa held in April this year were up 14% from the same period a year earlier.
The relationship between baseball games and sales in nearby commercial districts can also be seen in card transaction data.
An analysis released by KB Kookmin Card Co., Ltd. in June last year found that sales in commercial districts around Daegu Samsung Lions Park rose 42% after games ended. This was the second-highest rate among the ballparks surveyed, after Daejeon Hanwha Life Ballpark (46%).
KB Kookmin Card Co., Ltd. analyzed card transaction data from commercial districts around nine ballparks nationwide from 2022 to 2025. The survey covered major business types including restaurants, convenience stores, bakeries, coffee and beverage shops, and fast-food outlets.
Game-day sales in commercial districts around ballparks nationwide rose 13% in 2023 from the previous year, followed by increases of 25% in 2024 and 31% in 2025.

Meanwhile, the benefits consumers will actually receive following Samsung’s championship depend on whether its affiliates announce additional events.


[email protected] Han Seung-gon Reporter