Comedian Lee Su-ji portrays a “Daechi-dong mom” wearing a luxury Moncler jacket in a video posted on her YouTube channel on February 4. (Screenshot from YouTube channel ‘Hot Issue Ji’)
SEOUL, Feb. 25 (Korea Bizwire) — A viral parody video satirizing the education-focused lifestyle of affluent mothers in Seoul’s Daechi-dong has led to a sudden surge in secondhand sales of Moncler luxury down jackets.
The video, featuring popular comedian Lee Su-ji portraying a character known as “Jamie’s mom,” humorously captures the excessive parenting styles associated with Daechi-dong, a district renowned for its intense educational culture.
Wearing Moncler’s Parnaiba jacket—priced around 3.9 million won ($2,729)—Lee depicts a caricature of an affluent mother eating simple meals inside a Porsche Cayenne while delivering exaggerated dialogues.
Since its release, the video has become an instant meme, attracting over 6.6 million views and fueling an unexpected backlash against the brand among its core demographic.
An image of a Moncler padded jacket listed on the secondhand trading platform Danggeun. (Screenshot from Danggeun)
According to Bungaejangter, a prominent online resale platform, listings of women’s Moncler outerwear surged by 586% between February 10 and 16, compared to the previous week, with completed transactions spiking by an extraordinary 965% during the same period.
The phenomenon has sparked comments among Daechi-dong and nearby Seocho residents, with some jokingly lamenting, “We can no longer wear Moncler.” The brand, widely popular in affluent neighborhoods in Seoul, had already developed a reputation as an unofficial uniform for mothers deeply invested in their children’s education.
Bungaejangter confirmed that the highest number of Moncler transactions last year occurred in Gangnam and Seocho districts—areas famous for prestigious schools and competitive educational environments.
“The spike in secondhand listings is partially due to seasonal wardrobe updates and year-end closet clearances, but the viral parody video undeniably amplified this trend,” said a Bungaejangter representative. “With the continued growth of the secondhand luxury market, we anticipate ongoing increases in transactions.”
Moncler, originally established in 1933, entered the Korean market under the distribution of Shinsegae International until forming a joint venture in 2015 and subsequently establishing an independent subsidiary in 2020.
The brand has seen robust sales growth, with Moncler Korea reporting revenues of 332.3 billion won ($232.5 million) and an operating profit of 53 billion won ($37.1 million) in 2024.
Lina Jang (linajang@koreabizwire.com)
