‘MUSINSA STANDARD’ flagship store, which launched last month on Tmall, China’s largest e-commerce platform, is quickly gaining traction with strong demand from local consumers. Building on this early momentum, MUSINSA is accelerating its expansion in China with the official opening of the ‘MUSINSA Flagship Store’ on Tmall today(20th).
Within the first two weeks of opening(September 19–October 3), the MUSINSA STANDARD Tmall flagship store surpassed approximately USD 350K in gross merchandise value (GMV) and attracted 1.2 million unique visitors(UV). More than 80% of shoppers during this period were Gen Z and young millennial consumers, indicating that MUSINSA STANDARD is establishing itself in China as a leading Korean basic and casual wear brand favored by the younger generation.
This performance is largely attributed to MUSINSA STANDARD’s localized product strategy, which is informed by observed demand from Chinese consumers visiting Korea. Offering high-quality essentials, classic styles, and trend-driven items at accessible price points, MUSINSA STANDARD has built strong word-of-mouth and has become a must-visit shopping destination for Chinese tourists in Seoul. In fact, during the first half of this year, GMV from Chinese tourists at five foreigner-focused offline locations in Gangnam, Myeong-dong, Seongsu, Hannam, and Hongdae increased 120% year-over-year. Among these visitors, consumers in their teens and twenties accounted for 40%, the largest share.
MUSINSA also attributes the strong early results to its local logistics and fulfillment capabilities in China. By enabling delivery of new and high-demand items within 48 hours of ordering in key regions, MUSINSA is enhancing both convenience and trust for Chinese customers and delivering a faster, more reliable shopping experience.
On the 20th, MUSINSA officially opened the MUSINSA Flagship Store on Tmall, with plans to use the strong reception of MUSINSA STANDARD as a springboard to further accelerate the reach of K-fashion in China. The store currently features around 20 partner brands, including KIJUN, NOHANT, OSOI, and FIND KAPOOR, and MUSINSA plans to expand this to approximately 50 brands by the end of the year.
At the same time, MUSINSA will strengthen direct engagement with local consumers through live commerce in collaboration with its partner brands. As live commerce has become a core channel in China’s online retail ecosystem, MUSINSA will leverage its in-house content production capabilities to deliver livestream programming that introduces brand stories and key products. MUSINSA also plans to work with leading Chinese influencers to expand the visibility of K-fashion.
A MUSINSA official said, “Through its Tmall flagship store, MUSINSA STANDARD is rapidly building brand awareness in major Chinese cities such as Shanghai, Beijing, and across Guangdong Province, marking a strong first step in our China market entry. With the newly launched MUSINSA Store on Tmall, we aim to act as a bridge connecting Korea’s distinctive designer brands with China’s younger generation.”