Samsung Electronics noted that from Nov. 20 to Dec. 31 last year, it conducted joint marketing with NongHyup to introduce NongHyup's kimchi subscription service "Kimchi Matseon" at Samsung stores nationwide.
The focus was on informing customers who purchased kimchi refrigerators at Samsung stores about NongHyup's kimchi subscription service and assisting them in signing up for the subscription through store staff to raise service awareness and attract new customers.
"Kimchi Matseon" is a kimchi subscription service operated by NongHyup Economic Holdings' agricultural and food subscription platform "Monthly NongHyup Matseon," which delivers freshly made kimchi using 100% domestic ingredients every month at a price more than 30% cheaper than market prices.
During the same period, NongHyup Hanaro Mart nationwide offered a discount of up to 700,000 won for customers who purchased Samsung Electronics' "Bespoke Kimchi Plus" model, which can keep delivered kimchi and various ingredients fresh, targeting NongHyup members and employees.
According to the World Institute of Kimchi, domestic kimchi consumption has been decreasing by an average of 1.3% annually since 2010 due to influences such as Western palate preferences and population decline, and a survey by the Korea Rural Economic Institute also revealed that the reduction in kimchi consumption per household has been continuously shrinking the volume of kimjang (making kimchi) each year.
Samsung Electronics is also considering additional marketing activities that combine NongHyup's fruit subscription service "Gwa-il Matseon" with refrigerator products. Last year, Samsung Electronics strengthened cooperation with NongHyup through various projects. In September, it signed an MOU with Gyeonggi NongHyup to promote the consumption of domestic rice, and in July, it entered into an agreement with the Ministry of Agriculture, Food and Rural Affairs and the National Agricultural Cooperative Federation, among others, to support the establishment of smart factories to enhance the global competitiveness of K-food.