Musinsa’s “Mujinjang” summer sale — the domestic counterpart to a Black Friday event, run across both its online store and offline locations — generated roughly 265.8 billion won in online sales alone between the evening of June 14 and midnight June 24, according to Musinsa’s own newsroom disclosures. Combined with offline sales, the total reached about 283 billion won, making it the largest summer sale Musinsa has run to date.
The scale reflects how central sale events have become to Musinsa’s business model well beyond Korea’s borders. In the same window, Musinsa’s Global Store ran its own international version, “Monster Sale,” across 13 overseas regions over 10 days, pulling in roughly 15.5 billion won in cumulative transactions — more than four times the same period a year earlier — with a single-day record of over 3.2 billion won on the event’s final day. Japan and the US together accounted for 13 billion won of that total, and June’s Global Store monthly transaction volume (through the 25th) had already crossed 21 billion won even before the month closed. Twenty-two brands crossed the 100-million-won mark in transactions during the international event, and the platform’s beauty category alone grew 862 percent year over year in the same window.
Musinsa has spent since 2022 building what it calls an O4O (online-for-offline) strategy — linking its Global Store platform to short-run overseas pop-ups and localized marketing so that brand exposure converts directly into purchases — and its own representatives describe the company’s evolving role for partner brands as a “export support corps,” helping small Korean labels reach overseas buyers without the resources to open storefronts of their own. The domestic Mujinjang sale’s record-breaking size suggests the same sale-event machinery that’s driving Musinsa’s overseas growth is scaling just as fast at home.
Source: Musinsa Newsroom, press releases dated June 2026.
