Analysis by Democratic Party lawmaker Kim Won-i of Small Enterprise and Market Service data

Three of top 10 merchants by sales are 'wine mecca' liquor stores

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With chuseok approaching and spending at traditional markets expected to rise, three of the top 10 merchants by Onuri gift voucher transactions last year were liquor-focused stores known online as "wine meccas" — a finding that critics say undercuts the voucher program's stated purpose of boosting sales at traditional markets and small businesses.

According to data obtained from the Small Enterprise and Market Service by Democratic Party of Korea lawmaker Kim Won-i, who represents Mokpo in South Jeolla Province, the second-, third- and seventh-ranked merchants by Onuri voucher payments last year were all stores specializing in wine, whisky and other liquor. Their voucher sales reached 16.1 billion won ($11.8 million), 13.1 billion won and 8.9 billion won, respectively. The pattern continued into the first half of this year, with liquor stores ranking fifth, seventh and tenth. Analysts say many consumers are still using the vouchers' discount benefit to purchase alcohol.

Alongside this, the top two merchants by voucher payments in Seoul so far this year are a pharmacy and a clinic that have become widely known online as "Mounjaro meccas." The two establishments are just a five-minute walk apart, and many customers appear to be using Onuri vouchers to pay for consultations and injections, taking advantage of the discount.

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At last year's national audit of the Ministry of SMEs and Startups, Kim raised the issue of clinics and large pharmacies — establishments he said could hardly be considered small businesses — generating billions to hundreds of billions of won in Onuri voucher sales. Following that, the ministry halted new enrollment of clinics and medical offices in the Onuri voucher program starting in June. Stores with annual sales exceeding 3 billion won ($2.21 million) were also barred from new enrollment.

However, existing member stores can continue accepting Onuri vouchers for the duration of their three-year membership period, meaning liquor retailers and large clinics will keep benefiting from the program, critics say.

"Liquor-focused stores and large pharmacies are still reaping the benefits of Onuri vouchers," Kim said. "To genuinely boost sales at traditional markets and small businesses, the program must be substantially expanded — through cashback events at traditional markets and neighborhood shopping streets — so that it lives up to its original purpose and delivers real results."

Total Onuri gift voucher issuance over the past five years was 3.54 trillion won in 2022, 2.02 trillion won in 2023, 3.6 trillion won in 2024, 3.97 trillion won in 2025 and 2.75 trillion won in 2026.


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