MUSINSA’s largest annual discount event, “MUSINSA MUJINJANG 25 Winter Black Friday”, has wrapped up with record-breaking sales. MUSINSA generated over KRW 360 billion (approx. USD 250 million) in online sales for the second consecutive year, further solidifying its robust growth trajectory.
From 7 p.m. on November 16 to midnight on November 26, MUSINSA ran MUJINJANG Winter Black Friday simultaneously online and offline for a 10-day period. Online sales alone reached KRW 368.5 billion (approx. USD 250 million), with more than 7.19 million items sold. On an hourly basis, this translates into over KRW 1.5 billion (approx. USD 1.0 million) in sales. The final day of the event, November 26, set a new record for the highest single-day sales with KRW 52.4 billion (approx. USD 36 million). Combined online and offline sales during the 10 days totaled around KRW 380 billion (approx. USD 260 million), the highest figure in the campaign’s history.
The live commerce segment, “MUJINJANG Live”, which was specially programmed for the event period, also saw strong engagement. Across 27 broadcasts, MUJINJANG Live generated KRW 13.2 billion (approx. USD 9.0 million) in cumulative sales, up about 40% year-over-year. In particular, women’s designer brand “THE BARNET” and global brand UGG each recorded over KRW 1.5 billion (approx. USD 1.0 million) in sales from a single show, underscoring the high level of customer response.
Offline performance was equally notable. The number of MUSINSA Store and MUSINSA STANDARD locations participating in MUJINJANG Winter Black Friday increased to 34, up about 57% from 21 stores last year. As MUSINSA expanded its brick-and-mortar network nationwide, MUJINJANG Winter Black Friday evolved into a fully integrated campaign that spans both online and offline channels. By seamlessly connecting the customer experience across touchpoints, MUSINSA attracted 1.4 million visitors to MUSINSA Store and MUSINSA STANDARD locations during the event period, while combined offline sales grew 60% year-over-year to exceed KRW 10 billion (approx. USD 6.8 million).
Looking ahead to 2026, MUSINSA plans to further expand its offline footprint and strengthen its O4O(Online-for-Offline) strategy, enhancing the synergy between channels during future MUJINJANG Black Friday events.
MUSINSA also deployed strategic marketing initiatives to drive traffic and conversion throughout the campaign. The “MUSINSA Curator” program helped amplify a wide range of product recommendation content, while daily engagement mechanics—such as random draw events and “count-up” coupons—successfully boosted visits and translated them into purchases, contributing meaningfully to overall sales growth.
A MUSINSA representative commented, “This year, our newly introduced MUSINSA Fulfillment Service (MFS) helped ease logistics burdens for Korean designer brands, while our more advanced discount and coupon system made it easier for a larger number of brands to join the campaign and maximize their sales,” adding, “MUSINSA will continue to enhance MUJINJANG’s differentiated services to further improve satisfaction for both brands and customers.”