MUSINSA Global demonstrated the potential for K-fashion’s success in Japan, with strong growth in both transaction volume and the number of registered users during the first quarter of this year.
An analysis of MUSINSA Global Store’s performance in Japan for the first quarter of 2025(January–March) showed a 114% year-over-year increase in transaction volume. During the same period, the number of registered users and purchasing customers in Japan more than doubled compared to the previous year, indicating that new customer acquisition directly contributed to increased sales of K-fashion brands. As of March, the Monthly Active Users(MAU) of MUSINSA Global Store in Japan grew 82% year-over-year.
MUSINSA has been actively expanding its presence in the Japanese fashion market since establishing its first overseas subsidiary, MUSINSA Japan, in Tokyo in 2021. Backed by active investment and a strong localization strategy, Japan now accounts for the largest share of transaction volume on the MUSINSA Global Store.
MUSINSA has established itself as the leading fashion platform in Japan offering the widest access to Korean fashion brands, while increasingly serving as a bridge for K-fashion’s expansion into global markets. An increasing number of K-fashion brands that gained visibility through MUSINSA Global are now being recognized as rising brands in Japan. In fact, more than 30 brands saw their transaction volume in Japan more than triple year-over-year in the first quarter of this year, including: △Blue Elephant △LCDC TM △URAGO
Among them, △Matin Kim △YESEYESEE, and △ILLIGO have established themselves as leading brands in Japan this year, each recording monthly sales in excess of $75,000. In particular, YESEYESEE, a streetwear brand known for its bold signature logo, saw strong demand for its casual apparel—reaching a monthly transaction volume of $370,000 for the first time this year.
The growth in MUSINSA Global’s transaction volume in the Japanese market has been largely driven by its branding strategy, which includes showcase content developed in collaboration with local influencers—allowing Japanese customers to discover and experience K-fashion. A strategy that leveraged domestic sales data to identify trending brands and products in Korea—and enhanced their visibility through tailored exposure for Japanese consumers—also played a key role in driving transaction growth.
A MUSINSA official stated, “We’ve seen a positive response from Japanese customers as a result of localized marketing, content, and branding strategies designed to present Korean fashion brands in an appealing way.” They added, “We will continue to actively support more fashion brands in strengthening their competitiveness in the Japanese market and further solidify our position as a global fashion platform leading the expansion of K-fashion abroad.