MUSINSA Hosted 24 FW Showroom in Tokyo for Expanding Overseas Market of Partner Brands

February 20, 2024

MUSINSA, Seoul-based fashion commerce, successfully conducted its second Tokyo showroom from February 13 to 16, featuring 7 brands - Glowny, Kijun, Rockfish Weatherwear, Rest and Recreation, Standoil and Cost per kilo. This initiative aimed to introduce K-fashion brands to the Japanese market and foster partnerships with local buyers. 

The showroom, located in the upscale Minami Aoyama, known for its luxury boutiques and global fashion brands’ shops, attracted over 150 buyers from diverse distribution channels. These ranged from renowned fashion select shops like GR8, Beams, and United Arrows to major department stores such as ISETAN and Hankyu. 

Notably, 70% of the buyers who attended the showroom had also participated in the SS season Tokyo showroom held last July, indicating sustained interest in K-fashion. More than half of these returning buyers made product purchases during the event. 

Buyers showed keen interest in potential collaborations with brands, including pop-up stores and Special Make-Up(SMU) products. Some even inquired about partnership with brands that did not participate in the showroom. 

Yonghwa Kim, Head of Merchandising at women’s bag brands ‘Stand Oil,’ mentioned that “Expanding our products overseas was challenging due to the lack of manpower and know-how. This showroom provides a valuable opportunity to showcase our brand to Japanese fashion buyers.” Kim also emphasized, “MUSINSA’s business infrastructure and network with major retailers have proven invaluable in overcoming these challenges.” 

A buyer from Beams, a prominent Japanese select shop, said “As MUSINSA is a leading fashion vertical platform in South Korea, there were high expectations for the brands presented at the Tokyo showroom. It was a great opportunity to see K-fashion brands with sufficient competitiveness in the Japanese market and gain insights into the current fashion trends in Korea.”

A MUSINSA representative stated, "Through this showroom, we once again realized that the uniqueness of K-fashion brands is competitive enough for the Japanese market. We remain committed to actively supporting our brands’ expansion into Japan through various distribution channels.”