In April 2023, MUSINSA launched a pop-up store in partnership with brand ambassador New Jeans, under the theme ‘SEOUL発 TOKYO初’(Embarking from Seoul, First Landing in Tokyo). The event showcased 24 cutting-edge Korean fashion brands including Kijun, amomento, THUG CLUB, 2000Archives and more, attracting an impressive attendance of 30,000 people over 10 days including fashion influencers and local media.