MUSINSA’s newly opened “MUSINSA Store Seongsu@Daelim Warehouse” launched this past September, is quickly emerging as a go-to fashion destination in Seongsu-dong, driven by a steady stream of international visitors. Recently, global fashion enthusiasts have shown such strong interest that foreign customers now account for nearly half of the store’s monthly sales.
According to MUSINSA’s analysis of sales data from October, foreign customers accounted for 49% of the store’s total transaction value at MUSINSA Store Seongsu@Daelim Warehouse—nearly half of the monthly sales revenue. This is nearly double the share recorded in September, the store’s opening month, when international customers contributed just 26% of the total sales volume.
A breakdown of international customers by gender shows that women account for approximately 87% of all foreign shoppers. In other words, around 43% of the store’s total transaction value was generated by international female customers.
During this period, the MUSINSA Store Seongsu@Daelim Warehouse welcomed approximately 115,000 visitors. In particular, pop-up events featuring high-profile brands and exclusive product launches attracted strong interest from both domestic and international customers. Pop-up events—including the successful Rockfish Weatherwear x Kiss of Life collaboration, which attracted strong interest from global fans, and those featuring Thug Club and Adidas—recorded impressive sales performance.
Exclusive products available only at MUSINSA Store Seongsu@Daelim Warehouse proved especially popular among international customers, driving strong purchase rates. Notably, the collaborative sneakers from Rockfish Weatherwear and Kiss of Life, along with Thug Club’s store-exclusive hoodie, saw foreign customers account for more than half of total purchases, ranking among the store’s top-selling items. Meanwhile, Odd Type’s “Unseen Balloon Tint”—the first permanent in-store offering from MUSINSA’s makeup brand—recorded the highest sales volume.
Marithé François Girbaud and Trimming Bird—women’s fashion brands gaining recognition in the global market and featured in the store’s shop-in-shop section—also saw more than half of their purchases made by international customers.
A MUSINSA official stated, “Just a month after opening, the MUSINSA Store Seongsu@Daelim Warehouse gained traction through word of mouth on social media, leading to a rapid increase in foot traffic not only from local customers but also from tourists visiting Seongsu.” They added, “We will continue to focus on showcasing Korean fashion trends to a broader global audience in partnership with competitive domestic brands.”