[Team MUSINSA] How Team MUSINSA Beats the Korean Heat: ‘Chobok Appreciation Festa’
In Korea, the hottest time of the year is known as ‘Sambok’, which is divided into three peak summer days: Chobok(early summer heat), Jungbok(mid-summer), and Malbok(late summer). During this season, temperatures can soar to a scorching 38°C. It’s a Korean tradition to recharge the body and soul on these days with energizing dishes called ‘Boyangsik(restorative meals)’.
On July 17, MUSINSA held the “Chobok Appreciation Festa” to help Team MUSINSA beat the heat while expressing gratitude for their hard work and dedication during the first half of 2025. Over 1,100 team members joined the event, making it a truly festive and energizing day.
🥣 A Celebration to Recharge the Team
Because the event was all about Team MUSINSA, it was held right at the heart of the company—MUSINSA HQ’s cafeteria "Morak Morak" and in-house café "ASNISUM". Morak Morak is a Korean word that evokes the gentle wafting of steam or aroma—symbolizing a space where ideas rise like steam from freshly cooked rice. ASNISUM is simply “MUSINSA” spelled backward, adding a clever twist to the name of the company café.
At Morak Morak, employees were treated to summer specials like ‘Samgyetang(ginseng chicken soup with abalone)’ and ‘Nashville-style hot chicken burgers’. MUSINSA CEO Junmo Park and other team leaders personally served meals and chatted with team members, sharing appreciation and encouragement.
Adding a fun twist, leaders wore aprons with playful self-introductions like “Not scary, I promise” and “Small talk enthusiast”—sparking laughter and warm moments throughout the cafeteria.
To top it off, ASNISUM served free cold brew coffee and lemonade just in time for the post-lunch cooldown. Attendees also received special snacks like MUSINSA’s collaboration with Korea’s hit snack “Kkobuk Chip,” which is also gaining popularity in the U.S.
The event also featured a Lucky Draw with exciting prizes. One lucky team member won a stay at the Hyatt Hotel Seoul, one of global top luxury destinations.
🎁 A Playful Take on the ‘MUSINSA WAY’
Alongside the lucky draw, MUSINSA gave out a set of seven custom-designed stickers that offered a fun, creative take on how the company works—aka the MUSINSA WAY.
These limited-edition stickers captured MUSINSA’s core values in bold, relatable visuals. The MUSINSA WAY is centered on the following principles: 🛆CUSTOMER&BRAND 🛆OWNERSHIP 🛆LEARNING AGILITY 🛆DELIVER RESULT 🛆RAISE THE BAR 🛆SIMPLIFY 🛆COLLABORATE ACROSS BOUNDARIES
💡A Culture of Appreciation and Energy
MUSINSA is committed to building a work culture where people feel energized, valued, and inspired. The Chobok Festa was more than just a seasonal celebration—it was a heartfelt moment of recognition and recharge. MUSINSA will continue to host unique events that reflect its young, vibrant, and people-centered culture, helping Team MUSINSA thrive—no matter the season.