[Edaily Reporter Kim So-yeon] Samsung Electronics will hold the “With the People, Samsung Electronics Gratitude Festival” for four weeks starting on the 8th to share the fruits of its growth with the public. The event aims to share and give back to the public, recognizing that the company’s achievements in key businesses—such as semiconductors in the age of artificial intelligence (AI)—are the result of public support and encouragement.

This event is part of the implementation plan to fulfill Samsung Electronics’ previously announced pledge to “contribute 5 trillion won to society over the next five years.” It embodies the company’s gratitude toward consumers and local communities. Samsung Electronics plans to develop additional social contribution initiatives focused on △supporting business partners △inclusive finance △and fostering AI talent.

On the 27th of last month, immediately after reaching a labor-management agreement on the 2026 wage negotiation proposal with the labor union, Samsung Electronics stated, “We will ensure that Samsung’s growth and achievements create a virtuous cycle not only for our employees but also for society as a whole,” adding, “We will allocate 5 trillion won over the next five years to invest in ‘mutual growth and the creation of a healthy ecosystem’ and ‘the cultivation of future talent.’”

Starting today, for the next four weeks, the company will provide Onnuri gift certificates worth 20% of the purchase price to all customers who buy Samsung Electronics products.

Instead of offering product price discounts, Samsung Electronics has decided to provide “Digital Onnuri Gift Certificates.” Onnuri Gift Certificates can be used like cash at traditional markets and small local shops nationwide. Since consumers use them at traditional markets and small business stores, this initiative goes beyond customer benefits to contribute to revitalizing the local economy and domestic demand.

Samsung Electronics’ decision to provide Onnuri Gift Certificates—which can be used at traditional markets and local small business stores—instead of offering price discounts on its products is intended to contribute to the revitalization of the local economy beyond its own customers. The company has focused on sharing its success directly and indirectly with the community. During the event period, Samsung Electronics is expected to distribute Onnuri Gift Certificates worth a total of 400 billion won to customers.

Additionally, during the event period, uniformed public servants—including military personnel, police officers, firefighters, and correctional officers—who are loyal to the nation and dedicated to the people will receive a 30% benefit, including an extra 10% as a token of “special gratitude.” This benefit is available not only to military officers and non-commissioned officers but also to active-duty soldiers currently fulfilling their military service obligations. It is estimated that more than 700,000 people will be eligible for this benefit, including approximately 500,000 (estimated) military personnel and civilian employees of the Armed Forces, approximately 131,000 police officers, approximately 66,000 firefighters, and approximately 16,000 correctional officers.

This event is being held on the online “Samsung Electronics Family Mall,” which Samsung Electronics operates for “K-Heroes.” Since 2024, Samsung Electronics has been hosting the “K-Hero Family Festa” to express gratitude and support by offering benefits to military personnel, police officers, firefighters, and correctional officers. The first half of this year’s K-Hero Family Festa took place throughout the month of May. Participants received price discounts on purchases ranging from TVs to refrigerators, washer-dryers, dishwashers, induction cooktops, smartphones, PCs, and tablets, along with various additional prizes.

Following this event, the company plans to finalize additional social contribution initiatives to gradually fulfill its pledge of "5 trillion won in social contributions over five years." Samsung Electronics is currently reviewing additional social contribution plans following discussions with its Board of Directors and Compliance Oversight Committee. These include: △Strengthening the competitiveness of the industrial ecosystem through support for partner companies; △Expanding inclusive finance to support the self-reliance and recovery of vulnerable groups and small business owners with limited access to financial services; and △Fostering talent and strengthening industry-academia collaboration to secure competitiveness in future industries such as AI.