MUSINSA reaffirmed its position as a must-visit K-fashion shopping destination as sales from Chinese tourists surged at its offline stores during the Lunar New Year holiday, China’s biggest annual celebration.
According to purchase data analyzed for the seven-day Lunar New Year holiday period this year (February 15–23) and the equivalent seven-day period last year (January 29–February 4, 2025), combined sales from Chinese customers at MUSINSA STORE and MUSINSA STANDARD locations increased by 173% year over year. Even when adjusted for differences in holiday length, the growth trend remains clear: average daily sales rose 219% at MUSINSA STORE and 132% at MUSINSA STANDARD.
This performance is attributed to MUSINSA’s growing global brand recognition and improved shopping convenience for Chinese customers. The company’s successful expansion into Shanghai has increased local exposure and interest, which translated into store visits and purchases by Chinese tourists traveling to Korea. In addition, holiday-focused promotions linked to major Chinese payment platforms such as Alipay+ and WeChat Pay enhanced payment convenience and contributed significantly to the strong results.
Growth was particularly notable at MUSINSA STANDARD’s five foreigner-focused locations — Gangnam, Myeongdong, Seongsu, Hannam, and Hongdae — while sales from Chinese tourists at the Busan Seomyeon store increased by more than 70% compared to the previous Lunar New Year period. This indicates that brand demand is expanding nationwide, beyond Seoul’s primary shopping districts to regional hubs.
By category, spring outerwear suitable for transitional weather recorded strong sales. Items such as the Synthetic Suede Work Jacket and the City Leisure Hooded Light Down Jacket gained popularity among young Chinese consumers who prioritize both practicality and style.
A MUSINSA official stated, “This Lunar New Year performance demonstrates a virtuous cycle in which brand awareness built through our Shanghai store has translated into actual purchases by Chinese tourists visiting Korea. We will continue expanding global touchpoints while strengthening our role as a K-fashion hub where international customers can experience Korean fashion trends most quickly through MUSINSA’s distinctive product curation.”