Issue Focus

From Pajamas to Parties: Zigzag Turns “Girls’ Night” into 6x Sales Boom

This article captures how a youth-driven lifestyle trend—home-based “girls’ night” gatherings—has

rapidly translated into measurable commerce growth, offering overseas buyers a clear signal of how

Korean platforms monetize social behavior into scalable lifestyle consumption.

♦  “Girls’ Night” Drives Home-Centric Consumption

      • Korean women in their teens to 30s increasingly host year-end home parties, coordinating pajamas and

         sharing SNS photos as a new social ritual

      • This shift blurs the line between loungewear and daily fashion, rapidly expanding the homewear

         market as “girls’ night” becomes established play culture

♦  Pajama Sales Explode as Social Uniforms

      • On Zigzag (Nov 10–Dec 9), pajama set GMV more than doubled year-on-year, with quilted winter

          pajamas surging by 514% for their high insulation

      • Pajama pants (+179%) and Christmas-themed pajamas (+114%) also saw sharp growth, reflecting

          demand for festive, photogenic coordinated homewear styles

♦  Home Party Accessories Gain Momentum

      • Board games (+507%) and beauty accessories like cleansing headbands (+99%) reflect demand for

          shared in-home entertainment and grooming rituals

      • Decorative items such as glass pens (+158%) and goblet glasses (+82%) highlight the rise of “styled

          drinking” as part of the home party aesthetic

♦  Platform Strategy: Fast Curation Meets Seasonal Demand

      • Operated by KakaoStyle, Zigzag launched “Inner Peace” promotion through Dec 24, offering discounts

          up to 86% and 25% coupons for emerging brands

      • The platform strengthens brand discovery and selection to meet 1030 women’sdemand for diverse,

          affordable homewear, planning continued collaborations

Source

The Korea Economic Daily (2025.12.16)

https://www.hankyung.com/article/202512165949g