Musinsa Tops KRW 240 Billion in Global Exports as K-Fashion Expands Abroad
Creatrip Team
7 months ago
Musinsa, South Korea’s leading fashion platform, says cumulative global transactions reached about KRW 240 billion in 2025, driven by its global store and expanded portfolio including Japan and China operations, brand distribution, and beauty. Launched in September 2022, the Musinsa Global Store has grown roughly threefold annually and, together with local channels like Japan’s ZOZOTOWN and China’s Tmall, has sold over 3 million items from some 4,000 K-fashion brands across 14 regions. Japan shows especially strong demand: 2025 transactions rose 145% year-on-year, with monthly sales surpassing KRW 10 billion in October and consumer interest spreading beyond Tokyo to regions such as Kanagawa, Osaka and Fukuoka. Musinsa pairs online demand with offline experiences—hosting pop-up stores in Japan (about 140,000 cumulative visitors) and opening two Shanghai shops that drew over 100,000 visitors in 26 days. Brand partnerships (example: Matin Kim) led to permanent stores in Japan with high foot traffic and planned new stores including a Tokyo flagship. Musinsa also acts as a “global distribution hub,” bringing foreign brands into Korea (e.g., A Bathing Ape, Y-3, Undercover) and introducing Chinese designer labels domestically. Its beauty division grew strongly—over 160% year-on-year—with brands like ODTYPE expanding into Southeast Asia and plans for the U.S. and Australia; Wicci entered 300 Don Quijote stores in Japan. Musinsa plans to deepen presence in Japan and China while expanding into Southeast Asia (Thailand, Vietnam, Indonesia) through more pop-ups and physical stores.
