MUSINSA has named SUNGHOON of the popular K-pop boy group ENHYPEN as the official ambassador for MUSINSA China, signaling a stronger push to engage young consumers in the Chinese market.
SUNGHOON is a member of ENHYPEN, an internationally active K-pop group with a strong fan base and high visibility in China. Known for his striking visuals and trend-driven styling, he is widely recognized as a fashion icon for Gen Z.
MUSINSA selected ENHYPEN’s SUNGHOON as the face of its China strategy based on his broad appeal and cultural influence. His ability to reinterpret any look with his own distinctive style is expected to effectively communicate the unique appeal of Korean fashion brands to Chinese consumers and further amplify the reach of K-fashion in the market.
This ambassador appointment is intended to build on the recent momentum of MUSINSA STORE and MUSINSA STANDARD in China. Last month, MUSINSA launched the 'MUSINSA STANDARD' flagship store on Tmall, China’s largest e-commerce platform, surpassing approximately USD 350K in GMV within two weeks of opening. MUSINSA has since opened the 'MUSINSA Flagship Store' on Tmall as well, accelerating the expansion of K-fashion in the region.
Going forward, MUSINSA plans to feature ENHYPEN’s SUNGHOON at the center of a range of campaigns and marketing activations targeting China’s Gen Z and young millennial consumers. Through these efforts, the company aims to increase awareness not only of MUSINSA, but also of emerging Korean designer brands.
On the 27th, MUSINSA will launch a special curated campaign and themed showcase in collaboration with SUNGHOON to commemorate the official opening of MUSINSA STORE on Tmall. The campaign is inspired by the Chinese 'Tongkuan(同款, same style)' trend, in which consumers wear the same items as their favorite celebrities. By spotlighting products personally worn by SUNGHOON, MUSINSA aims to create familiarity and emotional connection around K-fashion, while strengthening engagement with local shoppers.
A MUSINSA official said, "SUNGHOON of ENHYPEN is a style leader who expresses his individuality in an unformulaic way, and we believe he has exceptional synergy with MUSINSA as a driver of K-fashion trends. We look forward to showcasing K-fashion styles tailored to the tastes of China’s MZ generation through his presence and influence."