Achieving 3 Million Units: The Success Story of ASEDORON Brand and Launch of New Lineup

ASEDORON Achieves Major Milestone

In a remarkable feat, GUNZE Co., based in Osaka, announced that their ASEDORON brand has surpassed 3 million units sold within just two years since its debut in March 2024. This significant achievement is a testament to the brand's innovative approach and continued growth, with sales increasing by 150% year-on-year.

ASEDORON's Journey

Launching into a market that faced challenges from increasing summer heat and sweat discomfort, ASEDORON quickly made an impact. Within only six months of release, the brand reached impressive sales of 800,000 units, and by the end of the same year, the figure climbed to over 1 million. The momentum continued, with the total number of units sold reaching 2 million by July 2025, showcasing the solid consumer demand for sweat-managing apparel. Finally, in February 2026, GUNZE proudly shared the news that ASEDORON had achieved a staggering 3 million units sold, bolstered by numerous customer testimonials reflecting satisfaction with the product's performance.

New Additions: ASEDORON Bra and T-shirt

In response to persistent consumer feedback, GUNZE has announced the launch of two new products in the ASEDORON lineup: the ASEDORON Bra and ASEDORON T-shirt. These items are specifically designed to tackle the sweat-related discomforts often experienced while on the go. The new ASEDORON Bra aims to provide comfort without the feeling of stickiness against the skin, addressing common issues faced by users.

The ASEDORON T-shirt, on the other hand, not only prioritizes minimizing skin contact but also incorporates unique construction features to reduce the visibility of sweat marks. This allows the garment to balance functionality with aesthetics — an essential quality as T-shirts continue to gain popularity in casual and business settings alike.

Innovative Marketing with Unique Approach

Accompanying the launch of these new products is a fresh advertising campaign that creatively addresses consumer concerns. The campaign includes a new CM showcasing the irritation caused by sweat in everyday wear, using an original concept called 'Asematope,' a fusion of sweat and onomatopoeia. The ad playfully presents the experience of sweat with rhythmic sounds, portraying the uncomfortable feelings that arise, thus helping customers identify with the need for effective solutions during the hot summer season.

The commercial emphasizes that ASEDORON is the brand to turn to when facing sweat troubles, with both the Bra and T-shirt promoted as must-try products this summer.

Bra CM - 15 seconds
T-shirt CM - 15 seconds

Where to Purchase

Consumers can find the ASEDORON products at various outlets including national retail chains, specialty shops, and through GUNZE's official online store. The commitment to addressing the demands of modern life has positioned ASEDORON as a leader in functional apparel, providing solutions to a widespread problem with innovative products.

For more information, visit the ASEDORON brand page.