MUSINSA is ramping up efforts to support and nurture small fashion businesses, leveraging the rising global popularity of K-brands. The company plans to provide approximately $73 million in funding this year, with a structured program tailored to the growth stage and specific needs of each partner brand.
MUSINSA will begin accepting applications in May from partner brands for its 2025 Partner Fund Program. Previously operated under the name Co-Growth Capital Support Project, the initiative provided interest-free production funding to partner brands through 2024. Starting this year, it has been rebranded as the Partner Fund to reflect a broader and more strategic approach.
MUSINSA has structured the program into three distinct categories based on each brand’s stage of growth and business scale: △Incubation Partner Fund △Growth Partner Fund and △Core Partner Fund. Notably, MUSINSA has increased the number of annual disbursements to up to six times, allowing partner brands to utilize funding more flexibly across production and distribution processes. The company plans to allocate approximately $73 million in funding by the end of this year.
MUSINSA plans to continue expanding support for small and medium-sized fashion brands, guided by its philosophy that “the success of partner brands is MUSINSA’s success.” An analysis of transaction data from over 8,500 partner brands on the platform showed that in 2024, 1,931 brands(excluding PB) recorded annual GMV of over $73,000, marking an 18% increase from the previous year. In 2022, only 418 brands surpassed that threshold, reflecting an average annual growth rate of approximately 115% over the past two years.
Among the brands on MUSINSA that surpassed $73,000 in GMV last year, approximately 90%—excluding affiliates of large corporations and established institutional brands—recorded annual GMV of less than $3.65 million. According to current regulations, apparel retail and wholesale businesses with an average annual revenue of $3.65 million or less are classified as small businesses in Korea.
MUSINSA is also actively supporting small businesses by expanding their offline sales channels. Its curated select shop, 29CM, co-hosted the ‘2025 Inventario Stationery Fair’ with Point of View at COEX from April 2 to 6. Among the 69 participating brands, 75% were classified as small businesses.
According to a satisfaction survey conducted by 29CM among participating brands, over 90% responded that they had “met or exceeded their expectations,” while 53% said that “holding the event in April—typically the off-season for the stationery industry—significantly contributed to increased sales.”
A MUSINSA official stated, “What has brought MUSINSA to where it is today is our core belief that the success of our partner brands is MUSINSA’s success.” They added, “We will continue to build a strong foundation that enables small and medium-sized Korean brands to grow and expand beyond the domestic market into global territories.”