"Air Conditioners Are Essential, but Can We Use One for 50,000 Won?"... A Budget-Friendly Alternative for Newlyweds [Jumunee Talk]

Subscription Services Expand Amid Rising Appliance Costs
Low Initial Costs and Free Repairs Available

Editor's NoteWe are living in an era where a single serving of pork belly costs 20,000 won and a bowl of Jajangmyeon is 7,500 won. The Consumer Price Index for 2024 stands at 114.18 (2020=100), and in 2025, the burden on consumers' grocery baskets has also increased due to ongoing high inflation. Through the weekly series "Jumunee Talk" (Week+Money+Talk), we aim to share stories about consumption closely tied to our wallets, as prices continue to change moment by moment.

Kim Eunkyung (31), a bride-to-be getting married next month, decided to use an air conditioner subscription service. She said, "The air conditioner at my parents' house broke down, and when I requested service, I was told the repair would cost over 400,000 won." She added, "Air conditioners require frequent filter cleaning or replacement, so they are one of the more maintenance-heavy appliances. Since I wasn't confident I could manage it properly, I chose to subscribe." She continued, "With so many expenses for the wedding preparations, I decided to prioritize using a subscription service that only costs tens of thousands of won per month."

The number of consumers subscribing to home appliances is increasing. Photo by Pixabay

As demand for 'home appliance subscription services' introduced by domestic appliance companies continues among soon-to-be-married couples, posts related to appliance subscriptions are also being uploaded one after another on wedding information communities as of June 8. One bride-to-be expressed, "It's a huge burden to prepare a refrigerator, washing machine, dryer, and air conditioner all at once when getting ready for marriage." In response, another user advised, "If you can afford it, buying directly is best, but realistically, the financial burden is significant. For appliances that require a lot of maintenance, like water purifiers or dishwashers, subscription can be a good option."

According to the Korea Consumer Agency, the average cost of preparing for a wedding is over 21 million won. Since the ceremony itself already entails significant expenses, having to purchase all household appliances at once inevitably becomes a burden, making 'home appliance subscription services' a practical alternative. In addition, satisfaction with subscription services is increasing, as they help reduce the unexpected repair costs for appliances that are difficult to maintain regularly.

Home appliance subscriptions allow consumers to use products by paying a monthly fee. Unlike simple rental services, they are differentiated by offering various management services such as filter replacement and free repairs at a low initial cost. However, it should be noted that in the long term, subscriptions can cost more than purchasing outright. For example, the regular price of LG Electronics' "Whisen Objet Collection Cool" air conditioner (single model) is 2.66 million won. If you subscribe for six years, the monthly fee for the "Light Plus" service is 58,900 won, while choosing the "Premium" service, which includes disassembly cleaning, costs 68,900 won per month.

The subscription business in the home appliance industry is also growing rapidly. LG Electronics began with water purifier rentals in 2009 and expanded to large appliances in 2022, launching a full-scale subscription service. In the first quarter of this year, subscription business sales reached 560 billion won, a 36% increase compared to the same period last year. Recently, the company also announced that the number of air conditioner subscription customers more than doubled year-on-year ahead of this summer's heatwave.

Since December last year, Samsung Electronics has offered subscription services for major appliances such as TVs, refrigerators, washing machines, and dryers under the name "AI Subscription Club." Cumulative sales for the "AI Subscription Club" reached over 200 billion won in January and February this year, raising expectations that subscription business sales could reach 1 trillion won this year.

KT Economic Research Institute forecasts that the domestic subscription market, including home appliances, will grow from 40 trillion won in 2020 to 100 trillion won this year.