South Korea’s largest online fashion platform Musinsa announced that its flagship summer sales event, “Mujinjang 2025 Summer Black Friday,” wrapped up on Wednesday with record-breaking sales of 246.6 billion won ($182 million) over the 11-day period.

Running from June 15th to 25th, 2025, the sale saw a 22 percent increase from the 2024 event and hit a new record high. The total number of items sold was 7.17 million, up from 5.9 million in 2024.

Musinsa attributed the strong performance to an earlier launch and expanded scale compared to the previous year. The company brought the event forward by around a week, aligning it with a seasonal surge in demand for summer apparel amid rising temperatures. Weaker-than-expected spring and summer sales among partner brands also led to a significant increase in discounted inventory, fueling customer purchases.

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