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Daiso, a lifestyle goods store known for causing sold-out crazes with affordable yet high-quality beauty products, is attracting attention by launching ultra-low-priced functional cooling clothing aimed at early summer heat.

According to the distribution industry on the 29th, Asung Daiso recently released the cooling clothing line "EASY COOL." They have added "super cooling" products that provide a comfortable wearing experience using cooling materials, building a lineup of about 30 items including super cooling clothing, cooling clothing, and mesh clothing.

Fashion brand EasyCool cooling clothing products launched by Daiso
Photo by Asung Daiso

EASY COOL was a popular product among consumers last summer, causing sold-out crazes in some stores.

A Daiso representative said, "With the early heatwave, more people are looking for light and comfortable clothing," adding, "We plan to continue introducing various clothing items."

Daiso's cooling clothing is priced affordably within 5,000 won. EASY COOL mesh U-neck short-sleeve T-shirts and cooling tank tops are 3,000 won, and mesh seamless bras are 5,000 won. Compared to competing brands' cooling T-shirts priced over 100,000 won, Daiso's ultra-low-price strategy stands out.

Daiso focuses on reducing packaging and marketing costs through a "low margin, high volume" strategy by selling items at uniform prices.

As of the end of last year, the number of clothing category items sold at Daiso increased by about 180% compared to the previous year, and related sales grew by about 160%.

The cooling material clothing introduced by Daiso this time is one of the items attracting attention in the fashion industry this year. Made from functional high-elastic fabrics with many small holes, these are synthetic fibers such as polyester and nylon, woven loosely to create a mesh-like fabric with small holes. The fabric itself is lightweight and breathable, making it effective for sweat evaporation.

SPA brands are also entering the related market due to the popularity of cooling clothing. Cooling clothing products such as Uniqlo's "AIRism," Topten's "Cool Air," and SPAO's "Cool Tech" have become hit items for the summer season.

Meanwhile, Daiso, which is visited by an average of 1 million customers daily across more than 1,500 stores nationwide, continues to maintain steady growth driven by the fashion and beauty sectors. Daiso's sales increased from 2.605 trillion won in 2021 to 3.46 trillion won last year.

This year, Daiso is aiming for sales in the 4 trillion won range. Amid concerns that Chinese e-commerce companies such as Ali and Temu, which emphasize ultra-low prices, may cause a seismic shift in the ultra-low-price market by strengthening their domestic market penetration, Daiso plans to steadily expand offline stores to reduce contact points with e-commerce companies.