MUSINSA’s largest discount event of the first half of the year, “MUJINJANG 2025 Summer Black Friday,” successfully concluded on the 25th, recording cumulative sales of approximately USD 178 million. Despite the fashion industry’s off-season and weakened consumer sentiment, the event maintained strong growth, firmly establishing itself as a key driver of revenue and channel expansion for partner brands.
During the 11-day period from June 15 to 25, “MUJINJANG 2025 Summer Black Friday” recorded cumulative sales of approximately USD 178 million, marking a 22% increase from last year’s event and setting a new record. This equates to about USD 12,300 in sales every minute. The total number of items sold reached approximately 7.17 million, a significant rise from 5.9 million last year.
Customer interest was evident from the start, with orders peaking at 2,000 per minute at 7 p.m. on June 15, the first day of MUJINJANG Summer Black Friday. Just before the event ended—at 11:58 p.m. on June 25—the platform recorded its highest order volume, reaching nearly 7,650 orders per minute. During the event period, the average Daily Active Users (DAU) exceeded 2.4 million.
MUSINSA advanced the schedule of this year’s event by about a week and expanded its scale, driving strong performance. The event was moved up in response to weaker-than-expected Spring/Summer(S/S) season sales among partner brands. Thanks to an early heatwave, demand for summer items surged, maximizing sales. Active participation from brands aiming to clear inventory also contributed, increasing the number of discounted products available.
Footwear was the most popular category during the event. KINCHI’s derby shoes ‘SHOWER - 808’ recorded the highest sales among all individual items. Other top sellers included △Moonstar ‘810s MARKE MODI’ △adidas ‘Samba OG’ △OOFOS ‘Original Flip-Flops’ △Hunter ‘Original Play Short Rain Boots.’
MUSINSA’s signature value items also drove strong sales. Notably, more than 10,000 units were sold during the event of each of the following: △Dickies ‘Double Knee 85283 Loose Fit Work Pants’ △BRENSON ‘One-Tuck Wide Shorts’ △HDX ‘Main Small Logo Air Muscle Fit Short Sleeve.’
During the MUJINJANG Summer Black Friday period, a total of 27 special live broadcasts titled ‘MUJINJANG Live’ attracted 950,000 cumulative viewers and generated approximately USD 4.2 million in sales. One of the most popular segments, themed around ‘Seasonal Fashion,’ featured trend-driven deals such as rainy day looks and resortwear. Special guests, including chefs Yoon Nam-no and Bae Kyung-joon, joined the broadcast, which drew over 240,000 viewers and generated more than USD 410,000 in just one hour.
The offline select shop ‘MUSINSA Store’ also saw a surge in foot traffic from customers seeking discounted items from popular brands. Over the 12-day offline event period from June 14 to 25, a combined total of approximately 150,000 visitors were recorded across three locations: △MUSINSA Store Hongdae △MUSINSA Store Daegu △MUSINSA Store Seongsu@Daelim Warehouse. At the Hongdae location alone, nearly 7,000 customers visited on the first day, creating long lines throughout the day.
A MUSINSA official said, “What began as an initiative to help partner brands clear inventory during the off-season has now become the fashion industry’s leading summer campaign.” They added, “We will continue striving to provide customers with smart shopping opportunities while offering meaningful support to partner brands through increased sales.”