“Selling a Moncler Down Jacket for 50,000 Won”... Why Hwang Bo-ra Was Asked, “Is It Authentic?” [Issueconomy]

[Financial News] Actress Hwang Bo-ra has drawn attention after news emerged that she sold a luxury Moncler down jacket for just 50,000 won at a neighborhood flea market.
On the 3rd, Hwang Bo-ra posted a vlog on her YouTube channel, “Boravariety,” showing her day at a neighborhood flea market. In the video, she brought childcare items her son had used, winter clothes and other belongings to sell at the market.
Taken aback by the larger-than-expected crowd, Hwang Bo-ra worried, “What if I end up buying something after coming here to sell?” But the Moncler down jacket she put up for sale sold quickly, and her worries proved unfounded. When she offered a children’s Moncler down jacket for just 50,000 won, one customer could hardly hide their amazement and asked, “Is it really authentic?”

The Moncler down jacket Hwang Bo-ra offered for 50,000 won draws even more attention when compared with the price of new items. One of Italy’s leading luxury outerwear brands, Moncler has established a strong presence in the premium down-jacket market by emphasizing high-quality down, functionality and its brand logo.
Many women’s down jackets sold through Moncler’s official online store in Korea are priced in the 3-million-won range. As of November 2026, the women’s short down jackets “Cygnet” and “Chevreuil” listed on the official website cost 3.52 million won and 3.07 million won, respectively. A 3-in-1 down jacket made with wool and cashmere sells for 4.75 million won.
Children’s down jackets are expensive, too. According to Moncler’s official website, down jackets for babies aged 3 to 36 months sell for 800,000 to 1.16 million won, while those for children aged 4 to 14 cost up to 1.96 million won. Adult styles routinely cost several million won. The jacket worn by comedian Lee Soo-ji in a parody video portraying a “Daechi mom,” which attracted attention, is reportedly priced at over 3.9 million won. Prices vary by item, but a single down jacket can cost well over what many office workers earn in a month.
Moncler’s high prices reflect not only the value of the products themselves, including their warmth and materials, but also the premium image the brand has cultivated. Designs with prominent logos and a relatively distinct brand identity are seen as factors that offer consumers satisfaction beyond the products’ functional value.



Moncler’s business in Korea is also substantial. According to an audit report filed with the Financial Supervisory Service’s Data Analysis, Retrieval and Transfer System (DART), Moncler Korea’s sales rose from 100.9 billion won in 2018 to 358.4 billion won last year. Its sales grew about 3.6-fold in seven years, setting a new record each year.
Korea is also a key market globally. Moncler Group’s sales in the first half of this year totaled 1.2899 billion euros, up 9% excluding the effects of exchange-rate fluctuations. Sales in Asia, which includes Korea, rose 19% and accounted for 54.4% of Moncler brand revenue. Over the same period, sales in Europe, the Middle East and Africa (EMEA) fell 4%. The company said that in the second quarter, “China and Korea stood out from other countries in the region.”

Moncler Korea’s sales and profits, however, moved in opposite directions. Operating profit peaked at 73.9 billion won in 2022, then fell to 53.1 billion won in 2023, 37.5 billion won in 2024 and 36.4 billion won last year, declining for three consecutive years. Over the same period, its gross profit margin dropped from 58.3% to 41.8%, while selling and administrative expenses rose from 87.9 billion won to 113.4 billion won. Sales growth also slowed from 46.7% in 2021 to 3.6% in 2024 and 4.1% last year.


As luxury prices rise, more consumers are turning to the secondhand market to buy branded products at more reasonable prices. At the same time, demand is growing among people looking to sell luxury goods they no longer use and turn them into cash.
According to the “2025 K-Luxury Secondhand Report” released by Bungaejangter Inc., the value of luxury transactions on its platform rose 52% last year from the previous year. Analysts say the view of luxury goods is also spreading: rather than simply being consumer products to own, they are assets that can be resold when needed.
The price of secondhand luxury goods is not determined by brand alone. Prices can vary widely depending on a product’s release year and model, signs of wear, whether it includes all its components, and whether it is genuine. Buyers should also be wary of counterfeit sales, particularly in the case of expensive down jackets such as Moncler’s.

[email protected] Kim Hee-sun Reporter