[Edaily Reporter Park Soon-yeop] Analysts suggest that Zeximix is attempting to turn around its performance by replacing its advertising models and expanding its overseas brick-and-mortar stores. As the company broadens its product lineup from its traditional focus on women’s athleisure wear to include golf, swimwear, innerwear, and running gear, expectations for improved sales are rising, driven by the early onset of hot weather and the positive impact of its Nth-anniversary events in the second quarter.
Kwon Myung-jun, an analyst at Yuanta Securities, said on the 19th regarding #Jexmix, “The Nth-anniversary event will contribute significantly to earnings in the second quarter,” adding, “The expansion of the product lineup is the key factor driving expectations for year-over-year earnings improvement.” However, he did not provide an investment recommendation or a target price.

While Jexmix has traditionally had a high proportion of women’s athleisure apparel, it has recently been accelerating its efforts to diversify its product categories. The share of women’s sales stood at 72% in 2025 but fell by 3 percentage points to 69% in the first quarter of this year. Conversely, the share of men’s sales rose from 13% to 15% over the same period. Analyst Kwon commented on this, stating, “The effects of expanding the product lineup are becoming evident.”
Seasonal factors are also cited as a reason for heightened expectations of improved second-quarter performance. Analysts predict that sales of heat-related products—including swimwear, innerwear, and items from the NX line—may increase due to this year’s early heatwave. Given the seasonal nature of Jexmix’s quarterly performance, summer demand is likely to be a key variable affecting its results.
The change in advertising models is also a notable development. Following the appointment of Dex as its male model in January of this year, Jexmix has been conducting marketing campaigns featuring actress Ko Yoon-jung as its female model since June. Analyst Kwon highlighted that Ko Yoon-jung is a favorite among female consumers in their 20s and 30s.
Go Yoon-jung has expanded her recognition both domestically and internationally through dramas, movies, and OTT (over-the-top) productions. Researcher Kwon noted that works featuring Go Yoon-jung—such as *Moving*, *Reincarnation*, *Can This Love Be Translated?*, and *One Day, I’ll Be a Wise Resident*—have gained high recognition not only domestically but also overseas, and he believes she can contribute to Jeximix’s expansion into Asian markets—including Japan, Taiwan, China, and Indonesia—which the company is targeting.
Overseas sales are also showing growth. In the first quarter of this year, Jexmix recorded simultaneous sales growth across its major global markets. Sales in Japan rose from 3.9 billion won in the first quarter of last year to 5.5 billion won this year; in Taiwan, they increased from 2.1 billion won to 2.5 billion won; in China, from 800 million won to 1 billion won; and in Indonesia, from 300 million won to 600 million won.
The company is also continuing its strategy to expand its offline presence by region. In Japan, it opened new stores in Omotesando, Tokyo, and Osaka. In Taiwan, it is continuing to hold pop-up events primarily at department stores and shopping malls. In Indonesia, it opened a flagship store in Jakarta on the 11th, marking a move to expand its offline sales.
Analyst Kwon noted that the brand’s popularity and visibility across Asia could have a positive impact on spending by foreign tourists visiting South Korea. This means that the combination of expanding overseas stores and the recognition of its advertising models could lead not only to increased local sales but also to higher spending in domestic tourist districts.
However, the stock price has been trending downward. According to Yuanta Securities, Jexmix’s closing price on the 18th was 3,165 won, marking a decline of 14.7% over the past month, 30.4% over the past three months, and 47.3% over the past 12 months. The 52-week high was 6,460 won, and the low was 2,930 won.
Earnings also stagnated last year. Zeximix’s 2025 revenue stood at 274.1 billion won, marking a mere 0.9% increase year-over-year, while operating profit fell 30.3% to 17.3 billion won. The operating profit margin also declined from 9.2% in 2024 to 6.3% in 2025.
Ultimately, the key question is whether product diversification and overseas expansion starting in the second quarter of this year will lead to a recovery in profitability. Analyst Kwon said, “We expect sales growth through actress Go Yoon-jung’s marketing power and the expansion of offline stores,” adding, “The brand’s popularity and visibility in Asia are also expected to contribute to spending by foreign tourists visiting Korea.”