MUSINSA has partnered with the Korea Tourism Organization(KTO) to further expand the global awareness of K-fashion and spark greater interest in Korea among international customers.
MUSINSA and KTO signed a MOU to jointly promote Korean tourism. Through this agreement, the two parties aim to leverage K-fashion, a key driver of the Korean Wave, to strengthen engagement with global customers, enhance Korea’s brand visibility, and attract more international visitors.
As part of the partnership, MUSINSA and KTO will launch the “Never Ending Korea” campaign, an integrated online and offline initiative to showcase diverse K-fashion styles and inspire global audiences to explore Korea. MUSINSA will utilize its extensive online and offline channels to maximize outreach.
From August 25 to September 8, MUSINSA will host an online exhibition across its global stores, featuring curated styling inspirations and products themed around Korea’s major tourist destinations, including Seoul, Busan, Pohang, and Taean, as highlighted in KTO’s 2025 global promotional videos.
To provide a comprehensive view of the latest K-fashion trends, the exhibition will spotlight key categories such as Popular Korean Brands, Rising Korean Brands, and K-Star Picks. Over 200 Korean designer brands will participate, including highly sought-after names like △Glowny △RONRON △aeae △ILLIGO, and △AAKAM.
Additionally, MUSINSA will collaborate with KTO to host a Korean Tourism Promotion Booth at the “MUSINSA Tokyo Pop-Up Store 2025,” which will run from October 3 to 26 in Japan. This offline activation will be linked with KTO’s global campaigns and integrated with special on-site events.
A MUSINSA official said “Recently, with growing global demand for K-fashion, we have seen a significant increase in international visitors to both our global online store and offline retail locations, including Seongsu, Hongdae, and Myeongdong.” They added “We expect that this partnership with the Korea Tourism Organization will greatly contribute to boosting overseas travelers’ interest in visiting Korea to experience K-fashion firsthand.”