Musinsa, South Korea's leading online fashion platform, is gearing up for its biggest sale event of the first half of 2025: the "Mujinjang 2025 Summer Black Friday," commonly known as "Mujinjang Summer Bluf." Scheduled from June 15 to June 25, this year’s event kicks off about one week earlier than last year, a strategic move aimed at supporting small and medium-sized fashion brands facing early sales declines due to the unpredictable weather and ongoing economic challenges.
Traditionally, the summer season is a slow period for fashion sales, but Musinsa has long used the Mujinjang Summer Bluf to boost sales and help tenant brands expand their revenue. This year, the urgency is greater. With a sluggish economy and fickle weather patterns dampening consumer spending, many smaller brands began experiencing downturns earlier than usual. In response, Musinsa advanced the event's timeline to provide timely support.
The scale of the 2025 Summer Black Friday is impressive. Over 3,500 brands are participating, a massive increase from the roughly 2,000 brands involved last year. This expansion reflects the growing confidence brands have in the event’s ability to drive sales. With more brands onboard, the number of discounted products has surged to over 400,000 items, up by more than 100,000 compared to the previous year.
Shoppers can expect discounts reaching up to 80%, covering a wide range of products. Among the highlights is the "Signature Special Offers," featuring over 300 carefully selected summer items, including carryover products that remain popular beyond their original season, as well as must-have gear for rainy spells and vacation times like raincoats and bucket hats, all offered at special prices.
Adding to the excitement are the "Category Days," where customers receive additional coupons for specific product groups on designated dates. These include T-shirts and footwear from June 15 to 17 and again on June 25, sports and beauty items on June 18 and 19, pants and miscellaneous goods from June 20 to 22, and women's and kids’ items on June 23 and 24. This targeted approach encourages shoppers to explore different categories throughout the event.
Musinsa has also introduced several engaging customer events. The "Random Draw Event" offers customers the chance to win coupons for up to 80% off or reserve points worth up to 10,000 won twice daily at noon and midnight. Meanwhile, the "Relay Shopping Cart Coupon" rewards shoppers with discount coupons the following day based on their previous day’s spending, incentivizing continued purchases.
One of the event’s most ambitious features is the "Countdown Event." As sales targets are met—starting from 100 billion won and climbing to 1 trillion won—30% discount coupons are distributed on a first-come, first-served basis. Once the total sales surpass the 1 trillion won mark, the discount rate for these coupons increases to a maximum of 40%, adding a thrilling race element to the shopping experience.
Complementing the online festivities is "Musinsa Live," a daily live broadcast from 7 PM to 9 PM during the event. A total of 27 brands will participate, offering limited-time special deals on popular items. Noteworthy participants include Please No Fallou on June 18, Dynit on June 19, and Kakipoint on June 24—all female fashion brands with strong fanbases. Their directors will appear live to showcase new summer collections, providing an intimate and interactive shopping experience.
Popular fashion YouTubers such as Gonzo TV, known for Dikiz, and Pit The Size, who covers brands like Kimchi and Brooks Brothers, will also join the broadcasts. These influencers will share styling tips and highlight exclusive live event benefits, bridging the gap between brand and consumer with engaging content.
Offline, Musinsa’s curated store locations are joining the celebration with their own unique offerings. The Musinsa Store began its discount events on June 14, a day before the online sale. At the Hongdae location, rising brands Ordear and Ohesio are hosting pop-up stores in succession, giving shoppers a chance to discover fresh names in fashion. Meanwhile, the Seongsu@Daerimchanggo store is spotlighting women’s brand Failjade and lifestyle brand Stanly through dedicated pop-ups.
Further north, the Musinsa Store in Daegu has created a "Super Sale Zone" where discounted shoes are gathered together, alongside a "Popular T-shirt Uniform Price Zone" that offers select tees at consistent, attractive prices. These offline activations complement the online extravaganza, providing diverse shopping avenues and enhancing the overall customer experience.
For those eager to learn more or prepare their shopping lists, detailed information about the Mujinjang 2025 Summer Black Friday was made available on Musinsa’s platform starting at 7 PM on June 13, 2025. This early announcement allowed shoppers to anticipate the event and plan accordingly.
With the combination of expansive brand participation, deep discounts, innovative promotions, engaging live broadcasts, and offline pop-ups, Musinsa’s Mujinjang Summer Black Friday promises to be a defining moment for the fashion industry’s summer season. It’s a bold response to current economic and environmental challenges, aiming to invigorate sales and support a broad spectrum of brands across South Korea.