Scratched by Lee Suji parody...? "Can't wear it" Daechimom group uniforms flooded in secondhand market

Atmosphere of Avoidance Leads to Flood of Secondhand Listings
Some Say, "It's Just the Usual Seasonal Increase"

Comedian Lee Su-ji recently caused a Moncler padding avoidance phenomenon after wearing a Moncler padded jacket for a parody of the 'Daechi-dong Academy District Pig Mom.' On second-hand trading platforms, products from this brand flooded the listings.

Screenshot of YouTube channel 'HotIssueJi'

On the 4th, Lee Su-ji appeared in a video titled [Human Documentary: I Love My Child] EP. 01 'In the Name of Mom' released on the YouTube channel 'Hot Issue Ji,' parodying a passionate mother from Daechi-dong, Gangnam-gu, Seoul, who is enthusiastic about her child's education. In the video, Lee Su-ji played the role of 'Lee So-dam,' a Daechi-dong parent devoted to her child's education, eating kimbap in the car for a quick meal during a child riding session, and acting out the daily routine of sharing academy information among parents. She highlighted the character by wearing luxury items such as Moncler padding and speaking softly while mixing in English. As of the 15th, just ten days after release, the video has surpassed 3 million views. Moncler padding prices vary widely, ranging from around 1.5 million KRW to the high 4 million KRW range. The Parnaiba model worn by Lee Su-ji in the video is being sold for about 3.9 million KRW.

The Parnaiba model worn by Lee Su-ji in the video is being sold for about 3.9 million won. Moncler website

Parents in the Gangnam area reacted immediately. Especially in Gangnam parent gatherings, where Moncler is worn almost like a uniform, there was a mood forming with comments like, "The Lee Su-ji video is so popular that I'm worried if I can wear this outfit to Daechi-dong," or "I usually just wear it casually, but now I'm thinking of wearing a different coat because it might become a laughingstock."

At one point, Moncler padding was so symbolic that people said you couldn't even take your child riding without it, making it the hardest hit by the parody. On domestic second-hand trading platforms, Moncler padding listings are flooding in. Looking at second-hand trades, many Moncler padding used items can be seen mainly around Daechi-dong.

Some argue that "many people tend to sell their winter clothes after the season ends around this time," suggesting that linking the increase in Moncler padding listings to Lee Su-ji's parody is an overstatement.