4,000 sign up on day one as Moimolln's 'Moi Friends' community gains traction

Hansaemk said Tuesday that Moi Friends, a parent-participation community for its babywear brand Moimolln, is drawing growing attention.

Moi Friends connects parents' child-rearing experiences directly with the brand. Members can exchange parenting tips and share everyday moments with other parents raising children of similar ages.

Participants share feedback on topics such as the comfort of the brand's innerwear and the ease of movement in its school-ready outfits, and that input is incorporated into the product development process. A satisfaction survey of the first cohort found that 99 percent of participants said they would apply again.

Recruitment for the fourth cohort drew 3,945 applicants on the first day alone — 2,783 more than the first cohort received. The recruitment post on the brand's official Instagram account logged more than 4,200 comments and 4,000 likes, along with 1,600 shares and 700 saves. SNS review posts accumulated across the first three cohorts now exceed 45,000.

"Moi Friends is a brand community that listens most closely to the voices of parents," a Hansaemk Moimolln official said. "We will consistently reflect parents' experiences in our product development process to create babywear that children can wear comfortably.".