The September Companion Festival is coloring the nation.
The Companion Festival, prepared through public-private cooperation led by the Ministry of SMEs and Startups, is unfolding across the country throughout September.
In particular, the September Companion Festival, with 29,000 small and medium-sized enterprises and microbusinesses participating both online and offline, is being held on the largest scale ever by bolstering shopping benefits and a variety of events.
◇ A "festival that makes life tasty," with online discounts and on-site fun
Online platforms are key partners of this festival. Private online platforms such as Gmarket and Musinsa are presenting timed deals and exclusive-deal showcases with discounts of up to 30% on about 26,000 products.
Coupang and Lotte ON are holding a special "100 Companion Products" showcase to highlight outstanding products from microbusinesses, including Heykim's "Chosari gopchang-gim gift set," Damwoo's "Chwihyang japchae," Blueban's "Dynamic Sun Cream," Grimi's "Soothing Care Oil Lotion," and Helloasi's "Cheongi teacup set."
On live-commerce platforms such as Oasis, Grip, and SK Stoa, real-time broadcasts offer discount coupons and giveaways, creating venues where consumers can communicate directly with microbusinesses. On overseas platforms such as Amazon and Taobao, products by Korean microbusinesses are sold at a discount, introducing the Companion Festival to consumers around the world.
Regional events held at 144 locations nationwide feature diverse sales promotions blended with performances and hands-on programs. Traditional markets and neighborhood commercial districts are also taking part, with each market hosting distinctive night markets, regional specialty fairs, and various events.
Duty-free shops at Incheon Airport and major department stores are also participating, selling about 700 products from small and medium-sized enterprises. Not only Korean nationals but also foreign tourists will have the opportunity to encounter products by Korean microbusinesses. At sales sites, events giving out Onnuri gift certificates are also being held, offering pleasant benefits to consumers who stop by.
◇ The fun of rewarded spending
What sets this Companion Festival apart is the abundance of benefits consumers get back. Through the Win-Win Payback program, consumers whose card spending increased compared with the previous year receive 20% of the increase (up to 100,000 won per month) back in digital Onnuri gift certificates.
In addition, by joining the Win-Win Consumption Lottery, those who pay 50,000 won or more by card at traditional markets and microbusiness stores will have a chance to win a total of 1 billion won worth of digital Onnuri gift certificates through a drawing.
An Onnuri gift certificate refund event is also underway. When paying with digital Onnuri gift certificates, 10% of the amount is refunded, and in special disaster areas the refund rate is expanded to 20%.
Participation by private distributors and platforms also stands out. TV home shopping channels are holding product showcases for small and medium-sized enterprises and microbusinesses, accompanied by rewards-points and giveaway events.
Baemin is offering pickup discount coupons for takeout orders in Jeju and special disaster areas. Kakao is offering a dedicated 10% discount coupon for the showcase (up to 3,000 won), drawing participation from MZ generation consumers. Seven card companies, including BC, KB Kookmin, and NH Nonghyup, are also running special events for consumers using Century-old Stores, Onnuri-affiliated merchants, and traditional markets.
The Companion Festival is a nationwide consumption-promotion campaign that encompasses spending, win-win cooperation, and revitalization of local economies. Shopping benefits spanning online and offline, consumer-participation events, and the synergy of private-sector cooperation together transform Korea into a giant marketplace and cultural stage for a month.
The government expects the festival to revive consumer sentiment and mark a turning point for microbusinesses and local economies to find vigor. It is expected to take root as a festival for the public to enjoy while spending wisely.