[Edaily Reporter KIM JUNG YOU ] HANSAEMK(069640)is boosting brand loyalty by fostering an interactive community among its primary customer base of parents.

HANSAEMK announced on the 1st that its children’s brand “Moi Moln” is recruiting members for the fourth session of its participatory community “Moi Friends” through the 12th. For this session, the number of participants has been reduced from 700 to 500, with a greater focus on the program itself. Selected members will participate for six months.

Recently, in the children’s fashion market, an increasing number of parents are prioritizing factors such as the materials that come into contact with their children’s skin, sewing methods, and comfort over design and price. In response, the brand is promoting its identity through community events where parent customers can participate directly.

“Moi Friends” is aimed at parents with children ranging from 8 months of pregnancy to age 3. It aims to be a “parenting companion” that walks alongside parents on their parenting journey. Moi Moln also observes parents’ experiences up close and incorporates them into product development.

A company representative stated, “MoiMoln aims to be a brand that learns from parents’ daily lives and prioritizes children’s comfort above all else—down to every material, every stitch, and every small detail.” They added, “Moving forward, as a parenting companion, we will continue to consistently refine the standards for children’s clothing that parents can choose with confidence.”