CJ OliveNetworks' gift card business continues to grow, driven by increased demand for corporate rewards and diversification of usage. More companies are utilizing gift cards for employee benefits, customer rewards, and marketing initiatives.
On September 22, CJ OliveNetworks announced that its gift card transaction volume for the first half of 2026 increased by over 33% compared to the same period last year, marking the highest half-year performance to date. The annual transaction volume for 2025 also rose by approximately 27% year-on-year.
As mobile payments become more widespread, gift cards are evolving from personal gifts to a reward tool for customer incentives, marketing, and employee benefits. In response, CJ OliveNetworks is expanding its B2B supply. The variety of usage locations and product options for CJ gift cards is contributing to a sustained increase in inter-company transaction demand.
The company analyzed that the growth in gift card transaction volume is due to the expansion of B2B demand. In July, CJ OliveNetworks began supplying CJ gift cards and Olive Young gift cards as rewards for LG Uplus home service customers.
“By broadening the supply range for home service subscribers, we expect to secure additional touchpoints for gift card users,” the company explained.
The expansion of usage locations for gift cards is also cited as a factor in the growth of transaction volume. CJ OliveNetworks has been increasing the number of places where CJ gift cards can be used, focusing on brands closely related to daily life.
Earlier this year, the company expanded its partnership to allow the integrated 'CJ Gift Card' to be used at over 5,700 Emart24 stores nationwide. Consumers can now use CJ gift cards not only for dining, shopping, and cultural activities but also at convenience stores.
CJ gift cards can be used at more than 30 brands, including major CJ brands such as Olive Young, Tous Les Jours, CGV, OnStyle, and CJ The Market, as well as Mega MGC Coffee, Paul Bassett, Emart24, and Ranking Chicken. Additionally, CJ OliveNetworks issues and operates gift cards tailored to the characteristics of each CJ Group affiliate. Notably, 88% of Olive Young gift card users are in their 20s and 30s.
The company highlighted that corporate clients can choose products that align with their reward targets and campaign objectives based on distinct user characteristics for each brand. For events or employee benefits aimed at a broad customer base, integrated products are utilized, while brand-specific products are selected for membership rewards targeting specific age groups or interests.
The portfolio of integrated and brand-specific products is said to enhance CJ OliveNetworks' competitiveness in the B2B reward market. In fact, the corporate bulk purchase gift service 'ONECON Biz Mall' has secured over 2,000 corporate clients, including large and mid-sized companies.
CJ OliveNetworks plans to strengthen product composition and design tailored to the reward targets and campaign objectives of corporate clients. The company also aims to secure new usage locations closely related to daily life and expand its supply sources across various industries to broaden its B2B reward business base.
Im Ah-jin, head of CJ OliveNetworks' CJ ONE division, stated, “As the reward operation objectives of corporate clients become more segmented, the brand competitiveness and range of use of products have become important selection criteria. We will continue to enhance our product portfolio to meet the diverse demands of clients across various industries and expand the value of gift card utilization.”
Meanwhile, CJ OliveNetworks is expanding its gift card business from simple bulk sales to customized marketing solutions for businesses. The company supports everything from card design using corporate branding and characters to order, payment, and shipping management, allowing for product composition tailored to corporate events or customer reward purposes.
* This article has been translated by AI.
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