29CM to Hold Its Biggest Shopping Event of the Year, ‘2026 Winter Egu Week,’ with 3,000 Brands Participating

[Financial News] 29CM, a fashion and lifestyle platform operated by MUSINSA, will hold its biggest shopping event of the year, ‘2026 Winter Egu Week,’ from the 9th through the 19th.
According to industry sources on the 6th, around 3,000 brands across fashion, home, kids and food will offer discounts of up to 86% at the event. Last year’s Egu Week generated a record 147.9 billion won in transaction value over 11 days.
This year, the company has further stepped up its special promotions and interactive events. The ‘My Selection’ event lets customers share their personal tastes and receive benefits: those who create and share their own product lists will be awarded MUSINSA Money based on the number of views.
A new ‘48-Hour Brand Deal’ will offer discounts of up to 70% on popular 29CM brands for 48 hours. The platform will also run ‘One Brand Day,’ which spotlights a single brand, and the ‘Encore Store Event,’ which offers discounts on popular products. Participating Korean brands include Le Meme, Mango Many Please, Siyaju, TILL I DIE and FACADE PATTERN, alongside global brands such as New Balance, Adidas and UGG.
The live content series ‘29Live’ has expanded to 20 episodes. Contemporary brand ORR will kick things off on the first day of the event, the 9th, followed by URAGO, RAIVE, Salomon and others. The event will also run at physical stores. Shoppers can get 10% off at all five Egu Home lifestyle select shops and both Egu Kids children’s select shops. Store-specific promotions will also be held, including a flat-price sale at Egu Kids with discounts of up to 77% on winter merchandise.
[email protected] Kang Myeong-yeon Reporter