Starting next year, consumers will be able to receive discounts of up to 10% when using Onnuri gift certificates at traditional markets. This revision aims to promote spending in traditional markets and local economies, marking the first update to the program since its introduction in 2009.
To facilitate easier payments for foreign tourists, the government plans to collaborate with Alipay, allowing visitors to use their domestic payment apps for QR code transactions at participating traditional market stores without needing to exchange currency or obtain local cards.
On October 1, the Ministry of SMEs and Startups announced these changes during a meeting of economic ministers.
The 18-year update focuses on enhancing consumer benefits in traditional markets and local commercial areas, while also boosting sales for Onnuri-affiliated stores by linking them with local tourism resources and private services.
The Ministry will reduce the initial discount rate for Onnuri gift certificates from 7% to 5% next year, but will implement varying discounts and refunds based on where the certificates are used.
Specifically, using Onnuri gift certificates at traditional markets will provide a 5% discount at the time of purchase, plus an additional 5% refund after use, totaling a 10% benefit. In local alley markets, users will receive a 5% discount and a 3% refund, amounting to an 8% benefit.
The criteria for designating alley-type commercial areas will also be adjusted based on the financial conditions of local governments. Previously, areas with 15 or more small business stores within 2,000 square meters could be designated, but this will now increase to 30 stores for the top 25% of financially independent regions and 20 stores for the middle 50%. The bottom 25% regions and areas with declining populations within a 1 km radius will maintain the 15-store requirement.
The registration and renewal criteria for Onnuri-affiliated stores will be limited to those with annual sales of 3 billion won or less. In 2025, 1,310 stores, or 0.5% of the total, exceeded this sales threshold, accounting for 14% of the total Onnuri payment volume of 559.3 billion won. Earlier this year, controversy arose when pharmacies and clinics selling the weight loss drug 'Mounjaro' appeared among the top Onnuri usage locations, raising concerns about the program's intent.
Kim Jeong-joo, Director of Small Business Policy at the Ministry, stated in a briefing the day before, "Starting in October, the renewal period for affiliated stores will begin. By the end of this year, about half of the stores with annual sales exceeding 3 billion won are expected to be denied renewal and phased out."
The Ministry aims to provide various benefits, including discounts and refunds, as well as tourism discounts, to encourage local visitors to enjoy tourism and shopping through digital Onnuri gift certificates.
Local governments will be encouraged to offer entrance tickets to local attractions, accommodation vouchers, and discount coupons for regional shopping malls linked to the use of digital Onnuri gift certificates, promoting longer stays and spending by tourists. Additionally, the Ministry plans to enhance consumer access and convenience for related stores by collaborating with private platforms.
Onnuri-affiliated stores will be easily locatable on Naver and Kakao maps, and traditional market names will be registered in navigation systems for foreign visitors to encourage their visits. Traditional market merchants will also receive support for customer attraction through AI consultations and marketing using KakaoTalk channels.
Users of cooperative delivery apps will be offered discount coupons to connect online orders with sales in traditional markets and alley commercial areas, supporting the expansion of sales channels for Onnuri-affiliated stores.
Furthermore, the Ministry has negotiated with nine credit card companies to allow card points to be converted into digital Onnuri gift certificates and will encourage public institution employees to convert their welfare points into Onnuri gift certificates. The Ministry's evaluation of public institution co-growth will reflect the conversion rate of welfare points to Onnuri gift certificates, as well as the use of Onnuri gift certificates as prizes in contests and surveys.
Lee So-young, Minister of SMEs and Startups, stated, "We will ensure that Onnuri gift certificates become a significant catalyst for increasing sales for traditional market and local merchants."
* This article has been translated by AI.
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