[Edaily Reporter SOYEON KIM ] With SamsungElectronics’ “Together with the People: SamsungElectronics Appreciation Festival,” which began on the 8th of last month, coming to a close on the 5th, there are expectations that this event will drive improved performance in SamsungElectronics’ Consumer Electronics (DX) division.

According to industry sources on the 5th, the value of digital Onnuri gift certificates distributed during the Samsung Appreciation Festival is reported to be approximately 400 billion won. Considering the structure of the promotion—which offers a 20% rebate in gift certificates on the purchase amount—a rough estimate suggests that sales of eligible products totaled around 2 trillion won.

The “Together with the People: SamsungElectronics Appreciation Festival” was organized by SamsungElectronics to give back for the achievements it has made thanks to the public’s support and encouragement. During the event, consumers who purchased SamsungElectronics products received a 20% rebate of their purchase amount in the form of digital Onnuri gift certificates. The initiative focused on sharing SamsungElectronics’ success with the public by ensuring that the benefits provided to customers translated into sales for local small businesses and small and medium-sized enterprises.

Driven by the event’s popularity, the industry estimates that the actual amount of Onnuri gift certificates distributed—and the resulting sales volume—likely exceeded initial projections. It is reported that this event was funded using resources from the Semiconductor (DS) division, which has been posting strong financial results.

According to SamsungElectronics, since the event began, the number of visitors to Samsung Stores nationwide has increased by an average of 75% compared to the same period last year, with some stores seeing visitor numbers double. The number of visitors to Samsung.com also increased by more than 200%.

The products most frequently chosen by consumers during the event included smartphones, washing machines, refrigerators, TVs, and air conditioners. The “Bespoke AI Steam” robot vacuum cleaner—considered a must-have appliance for newlyweds—attracted significant interest because purchasing it via subscription offered a digital Onnuri gift certificate worth 20% of the purchase price, along with up to 12 months of subscription fee support.

Customers who purchased multiple products together were also found to have frequently chosen the “AI Subscription Club,” which helps reduce the initial cost burden. During the event, SamsungElectronics provided subscription fee support for up to 6–12 months to customers who joined the AI Subscription Club, and the number of customers opting for subscription purchases tripled compared to before the event.

Industry analysts estimate that sales generated by this event reached approximately 2 trillion won, and they expect this to have a meaningful impact on the DX division’s second-quarter domestic revenue. Given that most product purchases took place in June, the related revenue is expected to be reflected in the second-quarter financial results.

Analysts predict that the DA and VD divisions, which handle home appliances and TVs—products with a high proportion of domestic sales—will see the greatest impact from this promotional campaign. In contrast, the impact on the Mobile (MX) division, where global sales account for the vast majority of revenue, is expected to be relatively limited.

Profitability in the home appliances and TV businesses has been lower than in previous years due to the prolonged global economic slowdown and weak consumer sentiment. Although the DA·VD Business Division posted an annual loss of 200 billion won last year, it successfully rebounded in the first quarter of this year, posting an operating profit of approximately 200 billion won. Revenue for the first quarter of this year stood at 14.3 trillion won, and the market expects second-quarter revenue to be around 14 trillion won as well. Some observers suggest that if the effects of the current “Audit Festival” are factored in, revenue could exceed market forecasts.