“Still Won’t Wear Korean Clothes?”: Musinsa Hits W100 Billion in China 100 Days After Launch
Creatrip Team
2 months ago
K-fashion online marketplace Musinsa has surpassed 100 billion won (about $75 million) in cumulative transactions in China within 100 days of entering the market, reaching 110 billion won by December 31. The company attributes rapid growth to on- and offline synergy: Tmall storefront sales rose ninefold from September to December, and opening physical stores in Shanghai sparked further spikes—one store doubled monthly sales after opening. Over 100,000 visitors have already visited Musinsa’s first overseas stores within 26 days, and offline sales exceeded 1 billion won. Musinsa leverages online data for in-store visual merchandising (VMD) and promotes best-selling items like the “City Leisure Hooded Light Down Jacket,” which tops both online and offline charts. The Musinsa Store Shanghai Anfu Road location also serves as a launchpad for Korean designer brands (e.g., Sculpter, Weekenders, Facade Pattern), helping them gain awareness without building local infrastructure. Musinsa plans more store openings in Shanghai and other Chinese cities, aiming for over 10 stores by 2026 and 100 by 2030, and says it will continue refining data-driven, omni-channel strategies targeting China’s MZ generation (young consumers born roughly between the 1980s and early 2000s).
