After dominating online in Korea, Musinsa is now going IRL:

• 🇨🇳 China: flagship and multi-brand stores in Shanghai, with more coming

• 🇯🇵 Japan: pop-ups and localized expansion tapping Tokyo’s street scene

• 🌏 Southeast Asia: eyes on Singapore and Thailand next

The strategy is simple: don’t just sell clothes — export the culture.
Musinsa brings Korean street style, emerging designers, and “discovery shopping” into physical spaces Gen Z actually wants to hang out in.

Why it’s working:

• Young shoppers want curated, not mass

• K-culture already has global pull

• Korean brands feel fresh, wearable, and internet-native