Musinsa Opens First Overseas Store in Shanghai’s Anfu Road
Creatrip Team
2 months ago
South Korean fashion platform Musinsa opened its first overseas offline editor’s shop, 'Musinsa Store Shanghai Anfu Road', on Dec. 19 in Shanghai’s trendy Anfu Road district. The three-story store occupies a historic building and houses 59 brands — 44 Korean fashion and accessory labels and 15 Chinese/local or global sports brands — aiming to attract young Chinese consumers. The layout is theme- and style-driven: a rotating pop-up zone on the first floor (first month focused on Korean brands like Rock Cake, Osoi, and Sinsilence), a curated brand selection on the second floor showcasing styling across about 30 fashion labels, and a K-pop–focused third floor featuring items worn by Enhypen’s Sunghoon (Musinsa China ambassador). The store also includes experiential elements reflecting Musinsa’s roots — artful wall installations inspired by Seoul neighborhoods (Seongsu, Gangnam, Hongdae), a sneakers ‘shoe wall’, and a cap club — intended to introduce Korean designer brands within local Chinese culture and expand direct consumer touchpoints in major Chinese cities.
