MUSINSA met with international retail buyers interested in Korean fashion to discuss potential collaboration opportunities, including the expansion of both online and offline distribution channels.
On June 12, buyers from the headquarters of major retail groups in China, Hong Kong, and other regions visited MUSINSA Seongsu N1 in Seongdong-gu, Seoul. The delegation consisted of 13 executive-level decision-makers—primarily vice presidents—who oversee brand purchasing at eight of the largest local retail companies, including Parkson, Link REIT, Incity, Intime, and Taikoo Li.
During their visit, the buyers met with MUSINSA’s executive team and business unit leaders at the company’s headquarters to learn more about its current fashion operations. The discussions highlighted MUSINSA’s rapid growth as a leading fashion platform in Korea, expanding beyond online into offline channels. The buyers expressed strong interest in the company’s business trajectory, which led to further conversations around potential areas for collaboration.
On June 13, the delegation visited MUSINSA’s offline retail spaces to gain firsthand insight into the product competitiveness of K-fashion. The tour began with a visit to the newly opened MUSINSA STANDARD store at Lotte World Mall in Jamsil, Seoul, where some buyers even made personal purchases.
Following the visit, MUSINSA invited the delegation to Seongsu to provide an in-depth introduction to its offline retail operations. The tour included three key locations: MUSINSA STANDARD Seongsu, MUSINSA Store Seongsu@Daelim Warehouse, and MUSINSA EMPTY Seongsu, which the buyers visited in succession.
In particular, MUSINSA Store Seongsu@Daelim Warehouse is recognized as a prime destination for experiencing the competitiveness of Korea’s designer brand ecosystem. The store features a wide selection of domestic fashion brands carefully curated by MUSINSA. It has also become a must-visit spot for international visitors with a strong interest in Korean fashion—foreign tourists accounted for over 40% of its total sales last year.
A MUSINSA official said, “With growing interest in K-fashion among international consumers in their teens to 30s, major global retailers—including department stores and shopping mall operators—conducted market research with potential purchasing in mind, leading to productive discussions.” They added, “MUSINSA will continue to support promising Korean small and emerging brands in actively expanding into the global market.”