MUSINSA is accelerating the popularity of K-fashion in China with a strategy tailored to local Gen Z and young millennial consumers. Through data-driven localization and precise brand positioning, the company is seeing rapid growth in transaction volume and multiple sold-out products.
One of the main growth drivers was the recent “Tongkuan (同款, ‘same style’)” campaign featuring SUNGHOON of ENHYPEN, MUSINSA China’s official ambassador. On October 27, MUSINSA showcased lookbook content of SUNGHOON wearing items from brands available on the MUSINSA and MUSINSA STANDARD flagship stores on Tmall, alongside a limited-edition gift promotion for customers who purchased the featured styles.
The campaign generated immediate traction, surpassing approximately USD 360,000 in gross merchandise value (GMV) within the first hour. Total units sold exceeded 7,300 in a single day. This performance reflects MUSINSA’s ability to identify emerging trends and curate brands and styles that resonate with China’s MZ demographic.
Demand was especially strong for the MUSINSA STANDARD “City Leisure Hooded Light Down Jacket,” worn by SUNGHOON, which sold out within one minute of the event launch. The City Leisure down jacket is a lightweight, insulated outerwear piece that combines outdoor functionality with casual styling. In Korea, the item recorded cumulative sales of 30,000 units within two months of release. On the back of this momentum, the MUSINSA STANDARD flagship store entered the Top 10 in daily sales in Tmall’s men’s category, reinforcing its positioning as a leading Korean basic casualwear label.
“The strong GMV in such a short window demonstrates the synergy between localized product planning based on Chinese consumer data and our ambassador-led marketing approach,” said a MUSINSA spokesperson. “Having established early traction on Tmall over the past two months, we will continue leveraging MUSINSA’s infrastructure to help K-fashion brands build direct reach with Chinese MZ consumers and expand their presence in the market.”