29 WEEK, the largest first-half discount event hosted by 29CM, operated by Musinsa, has set a new record. Both transaction volume and visitor numbers grew sharply as a strategy centered on curating popular brands combined with exclusive and limited-edition products.
29CM said Tuesday that 29 WEEK, held over 10 days from the 1st to the 11th of this month, recorded cumulative transaction volume of 122.5 billion won. This represents an increase of approximately 30% compared with the event held in the first half of last year. The number of products sold during the event exceeded 2 million, or about 126 per minute. Daily average visitors (DAU) also rose 20% from a year earlier.
The performance is attributed to a strategy of expanding participation by brands with high customer preference and prominently featuring exclusive and limited-edition products available only at 29CM. In line with the event concept of "the biggest benefits from your favorite brands," presenting scarce products alongside aggressive discounts stimulated purchase demand. An earlier-than-usual heat wave, which boosted demand for summer fashion and home categories, also contributed to the rise in sales.
Transaction volume in the women's fashion category increased more than 26% compared with last year's event. The "One Brand Day," which spotlights a specific brand each day, and the "Encore Pop-up," which sells products from major brands at a discount, drove the success. Designer brand L'OEUVRE, which participated in One Brand Day on the 7th of this month, surpassed 700 million won in daily transaction volume, and its cumulative transaction volume during the event exceeded 1.4 billion won. Glowny, Bittersells, ARTO, and OR also presented 29CM-exclusive products.
In the home category, global brands De Buyer and Artemide, along with domestic brands Bacci, Alabaster, and Occite, achieved balanced results. In the digital tech segment, the "Insta360 x Hello Kitty" limited edition sold out within one minute of going on sale, and the "Bose x Fragment" edition sold out in four minutes, demonstrating high interest.
Customer participation content also drew a strong response. The number of participants in the "Favorite Brand Taste-Sharing Event," which gives reward points for sharing preferred brand products with friends, increased more than threefold compared with the daily average last month.
The live commerce content "29 LIVE" also continued its growth. Transaction volume from the 14 live broadcasts held increased 80% from last year's event. Riedvolt, a travel bag brand that participated in a broadcast targeting holiday-season demand, recorded 300 million won in transaction volume within one hour of the broadcast starting.
A 29CM official said, "We will continue to strengthen our competitiveness as a curation platform where customers in their 20s and 30s, particularly women, can discover new tastes across fashion and lifestyle."
