MUSINSA has successfully concluded ‘MUSINSA Tokyo Pop-Up Store 2025,’ a large-scale showcase of 80 K-brands in Japan.
Held over 24 days from October 3 to 26 in Shibuya, Tokyo, the pop-up drew more than 82,000 visitors. Around 3,000 people visited on weekdays and over 4,000 on weekends, reflecting strong interest from Japanese consumers eager to experience trending Korean fashion brands in person. On October 13 alone, daily visitors exceeded 5,000.
Even before opening, the pop-up generated significant buzz through large-scale outdoor media across key locations in Shibuya. MUSINSA targeted Gen Z shoppers — a core fashion and culture demographic in the area — by simultaneously running five digital signage ads around the Shibuya Scramble Crossing and covering major streets with campaign posters. As a result, advance reservations surpassed 10,000, and long queues formed from day one.
This excitement translated directly into performance on MUSINSA’s global online store. During the pop-up period, participating brands saw GMV increase by more than 3.5x compared to the same period in the previous month. This was driven by MUSINSA’s O4O (Online for Offline) strategy, which tightly connects offline discovery to online purchase. Visitors encountered brands offline at the pop-up, then moved to the global store to browse reviews, explore product details, and complete their purchases. This omnichannel approach both elevated brand awareness and boosted sales for partner brands.
Nineteen brands — including MUCENT, AAKAM, ILLIGO, and CRANK — each generated over USD 70K in GMV during the event, supported by strong local demand. Among the 13 brands making their Japan debut through the pop-up, GMV rose 244% month-over-month. Women’s fashion label ASON, in particular, recorded more than 4x month-over-month GMV growth, marking a strong entry into the Japanese market.
The exhibition concept, ‘Digging Seoul,’ also played a key role in driving results. By reinterpreting the mood of Seoul’s hottest neighborhoods — Seongsu, Myeong-dong, Hannam, and Hongdae — the pop-up showcased styling and visual direction that resonated strongly with Japanese MZ consumers who actively follow Korean fashion. This in turn helped drive traffic to MUSINSA’s global store.
A MUSINSA official said, “This year’s Tokyo pop-up drew not only local shoppers, but also buyers from department stores, select shops, and brand representatives, reaffirming the high level of interest in K-fashion within the Japanese market. We plan to continue connecting this interest to ongoing activity on our global store so that demand for MUSINSA partner brands in Japan extends beyond a one-time event.”