Comedian Lee Soo-ji's 'Moncler' padding, worn in a video satirizing the so-called 'Daechi-dong moms' (Gangnam parents), is reportedly appearing for sale on secondhand platforms. The Moncler padding has been considered a symbol of Gangnam parents due to its high price.
On the 4th, Lee appeared as a devoted Daechi-dong mom named 'Lee So-dam' in a video titled 'Human fake documentary - loving your child,' posted on the YouTube channel 'Hot Issue Ji.' In the video, Lee parodied the lifestyle of a so-called Daechi mom by eating gimbap in her car and gathering information on academies for her child 'Jamie' while finalizing schedules. The video has garnered nearly 3 million views as of the 14th, just nine days after its release.
In the mom cafes of Gangnam parents, a post read, 'Lee Soo-ji's video is so popular that I'm worried I won't be able to wear this outfit in Daechi-dong.' One member of the mom cafe noted, 'I usually wear it casually, but I'm contemplating wearing a different coat because I feel like it will become a laughingstock.' The Moncler padding is seen almost as a 'uniform' among Gangnam parents and children, indicating its high preference.
Interest in Moncler padding has reportedly increased recently in sync with Lee Soo-ji's video, leading to a surge in posts selling padding on secondhand transaction platforms like Karrot. There is analysis suggesting that people may be selling their items because they feel burdened wearing them due to Lee Soo-ji's video.
However, the surge in posts has also been interpreted as unnecessary noise. A member of a mom cafe noted, 'The frequency of transactions for children's Moncler has always been high on Karrot, and many people tend to tidy up after wearing them well during the winter around this time.'
Meanwhile, Moncler Group, which owns Moncler, reported on the 13th (local time) that its fourth-quarter group revenue reached €1.24 billion, marking an 8% increase compared to the same period last year. This performance exceeded market expectations of €1.16 billion by 6.8%. Annual revenue was recorded at €3.1089 billion, a 7% increase.
Performance in the Asian market, including China, has been remarkable. The revenue in the Asia-Pacific region, including Korea and Japan, showed an 11% increase compared to the same period last year, with double-digit growth demonstrated in mainland China.