BUSAN — In an era where e-commerce is dominated by massive online retailers, one small sewing factory in Busan has found a second wind through the power of social media and a family bond.

Park Kyung-hee, a 63-year-old seamstress operating in the Haeundae district of Busan, has spent over two decades crafting canine apparel. Operating since 2005, Park built her business producing a variety of seasonal pet clothing, ranging from basic t-shirts to dresses and trousers.

However, as South Korea’s pet-owning population surged, large-scale fashion brands entered the market, intensifying competition. With dwindling orders from traditional clients, unsold inventory began to pile up at the factory. The physical toll of the labor eventually led Park to undergo leg surgery. Even after relocating her workshop from a basement to a ground-level space two years ago, she continued to struggle against mounting stock and waning business.

Seeing her mother-in-law's dedication go unrecognized as clothes accumulated in the workshop, Lee Hwa-jung decided to step in. Recognizing the potential of digital marketing, Lee proposed using Instagram Reels and live broadcasts to promote and sell the handmade items directly to consumers.

"I didn't start with dreams of a massive enterprise," Lee said in an interview with Yonhap News. "My primary motivation was simply a deep desire to see more people appreciate and wear the clothes my mother-in-law has poured her heart into making for so long."

Lee injected a fresh, youthful perspective into the business by assisting with modern designs while highlighting the brand’s core strengths: domestic fabrics and affordable price points under 10,000 KRW (approx. $7–$8 USD).

A short Instagram video featuring a shy Park holding up a dog dress captioned "Directly made dog clothes for sale: Dresses for 8,000 won, T-shirts for 7,000 won," alongside footage of bustling seamstresses at work, struck a chord online. The clip quickly amassed roughly 800,000 views, accompanied by heartwarming comments praising the exceptional value, exquisite craftsmanship, and wishing the family business success.

The viral exposure brought a massive influx of orders, pushing sales to nearly triple their previous levels and even drawing customers from as far away as Seoul to visit the factory in person. The sudden surge was so overwhelming that the business temporarily halted online sales to reorganize inventory management and shipping processes.

Despite the modern marketing shift, Park emphasizes that product quality remains the foundation of their success. She continues to personally cut fabrics and guide her staff on sewing techniques, prioritizing durable stitching and high-grade domestic materials.

"While social media and marketing are crucial, they must be backed by quality fabrics and unwavering perseverance," Park noted.

Reflecting on the change, Park observed that modern pet owners treat their animals like family members, leading to higher expectations for pet fashion. She acknowledged that adapting to new digital sales channels has been essential in meeting these evolving consumer habits.

Beyond the financial turnaround, the venture has fostered personal connections, with regular customers now checking in via social media to share daily life updates. Lee noted that these interactions have brought immense joy to the workplace.

"Above all, the most fulfilling part is seeing the factory come alive again," Lee said. "Knowing that customers are eagerly awaiting our clothes has brought a renewed sense of purpose and reward to my mother-in-law and the staff."

Looking ahead, Lee aims to systematize order processing and continue regular live streams. "My ultimate goal is to keep supporting my mother-in-law so that this factory, which she has protected for so long, can continue to thrive while offering wonderful clothes at reasonable prices."

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