Musinsa’s non-fashion sales rose sharply after it issued discount coupons for the New Year. The coupon is worth 50,000 won, similar to Coupang’s compensation plan for a personal data leak, and includes 20,000 won for store and shoes and 5,000 won for beauty and used goods.

Industry officials said on Wednesday that after Musinsa issued the 50,000-won New Year coupon pack on Jan. 1, transaction value in non-fashion categories on its online store rose sharply from Jan. 1 to Jan. 5 from a year earlier.

Transaction value in the beauty category doubled from a year earlier. Body care rose 304 percent, while skincare and perfume climbed 156 percent and 141 percent, respectively. Household goods transaction value also rose 34 percent, with bathroom items up 214 percent and hangers up 83 percent standing out.

A similar trend appeared at 29CM, an online select shop operated by Musinsa. Over the same period, transaction value for beauty accessories and body care at 29CM rose 194 percent and 153 percent, respectively. In the living and health segment, kitchen goods increased 74 percent and orders for bathroom items rose 45 percent.