Musinsa’s Summer ‘Mujinjang’ Sale Drives Foot Traffic in Seongsu and Hongdae
Creatrip Team
a month ago
Musinsa’s large-scale summer discount event, “Musinsa Mujinjang 26 Summer Black Friday,” boosted both offline visits and sales despite the usual summer slump. From July 14–21, cumulative visitors to key stores (Musinsa Mega Store Seongsu and Musinsa Store Seongsu and Hongdae) exceeded 310,000, a 148% increase from the prior month. Combined sales at Seongsu and Hongdae rose over 156%, helped by in-store “Mujinjang popup zones” and an offline-only “Archive Sale.” Notably, foreign shoppers comprised about 45% of purchasers at main stores, reflecting growing global demand for K-fashion and tourist spending. Musinsa Standard’s 41 offline stores also continued to grow, with total visitors surpassing 1.2 million during the period. In addition, 137 partner shops around Seongsu and Seoul Forest — including roughly 80 F&B and accessory stores — joined related offline events, spreading traffic to the wider neighborhood. Musinsa says it will keep expanding brand–customer touchpoints through online–offline links. Retailers increasingly place big promotions during traditional low seasons, turning them into intense marketing competition periods. (Seongsu: an area in Seoul known for trendy cafes, fashion shops, and creative spaces; Hongdae: a neighborhood near Hongik University popular for youth culture and nightlife)
