Last year, sales from international customers at MUSINSA’s offline stores surged more than sixfold compared to the previous year. Visitors from over 100 countries experienced K-fashion at key locations such as Seongsu and Hongdae, cementing MUSINSA’s status as a leading fashion shopping destination in Korea.
In 2024, tax-free sales from international customers at MUSINSA’s three offline multi-brand stores(Hongdae, Daegu, and Seongsu@Daelim Warehouse) and 19 MUSINSA STANDARD stores exceeded KRW 20 billion, marking a more than sixfold increase compared to the previous year.
Even on a half-year basis, foreign sales in the second half of 2024 increased by approximately 90% compared to the first half. This growth is largely attributed to the popularity of “MUSINSA Store Seongsu@Daelim Warehouse,” a curated shop opened in September in Seoul’s Seongsu area targeting international tourists and female customers.
At MUSINSA Store Seongsu@Daelim Warehouse, international customers accounted for 44% of total transactions last year—nearly half. As this figure reflects only tax-free sales, the actual proportion is likely higher when including customers who did not claim VAT refunds. Domestic designer brands such as the women’s casual brand ‘Fallett’ and accessories brand ‘STAND OIL’ ranked among the top in foreign sales.
Among MUSINSA STANDARD offline stores, locations such as Myeongdong, Seongsu, Hannam Flagship, and Hongdae have become must-visit shopping destinations, with international customers accounting for over 70% of total sales across these key branches.
As of the end of 2024, the number of nationalities among MUSINSA’s international visitors doubled year-over-year, surpassing 100 countries. Throughout the year, customers from 90 countries visited MUSINSA stores.
A MUSINSA official said, “As interest in Korean fashion brands continues to grow, our offline stores are seeing a steady stream of international tourists eager to experience and purchase our products firsthand.” They added, “To enhance the shopping experience for global visitors, we plan to expand the availability of tax refund kiosks and provide more multilingual guides.”