“2025 Summer 29 Week” the largest annual event by 29CM, a unique fashion & lifestyle platform committed to being a 'GUIDE TO BETTER CHOICE', recorded over USD 65 million in sales over ten days — marking its strongest performance in the first half of the year.
Within just 24 hours of the official launch at 7 p.m. on the 4th, the event generated USD 10.8 million in sales, signaling a strong start. Gaining continued attention throughout its ten-day run, the event recorded a cumulative transaction volume of USD 68 million and a total of 1.6 million items sold — an average of 111 items per minute. During the same period, Daily Active Users(DAU) increased by approximately 50%, reflecting sustained interest in the event.
This year’s 29 Week succeeded through a seamless integration of online and offline experiences, with a strong focus on brand discovery. 29CM offered interactive content across its mobile app and a pop-up store in Seongsu, allowing customers to explore and engage with new brands in a differentiated way. The five-day pop-up attracted approximately 20,000 visitors, further amplifying interest and buzz around the event.
Women’s fashion apparel and accessories accounted for the largest share of sales, with transaction volume increasing by over 43% compared to last year’s event. In particular, brands featured in the event’s signature campaign, the “Encore Brand Fair,” delivered standout performance. Leading women’s designer brands participating in the fair recorded an average of over USD 72,000 in daily sales, maintaining strong momentum throughout the ten-day period. Notable participants included △Dragon Diffusion, △Rockfish Weatherwear, △LOW CLASSIC, △Rolarola, △Marithé François Girbaud, △Somewearbutter, and △Facade Pattern. Among them, accessories brand Dragon Diffusion drew significant attention with cumulative sales exceeding USD 1.1 million.
The home category also saw strong growth, with transaction volume increasing by over 56% year-over-year. This performance was driven by 29CM’s expanded curation of lifestyle brands tailored to the taste-driven consumption patterns of consumers aged 25 to 35, the platform’s core customer base. Global brand Fellow and lifestyle brand JAJU each recorded over USD 72,000 in sales within a single day. Other popular home brands on 29CM, including △Staub, △Ocit, and △Finca, also delivered strong sales performance.
‘29 LIVE’, 29CM’s live commerce content, played an effective role in helping brands strengthen engagement with their fanbase, ultimately contributing to increased sales. During the ten-day event, 11 brands hosted live broadcasts that drew an average of over 50,000 viewers per session. Women’s brand Facade Pattern, which participated in 29 LIVE for the first time, engaged in over 10,000 real-time chat interactions with viewers and recorded its highest-ever daily sales since launching on the platform.
A 29CM official stated, “Despite abnormal weather patterns and an economic downturn, we achieved steady growth across all categories — including fashion, home, and beauty — by closely collaborating with our partner brands, resulting in an average of nearly USD 7.2 million in daily sales over the ten-day period.” They added, “Building on the confirmed growth potential in the lifestyle segment, we plan to further strengthen our online and offline competitiveness with the upcoming launch of our offline select shop, 29HOME Seongsu, on the 20th.”