MUSINSA’s Global Store posted a sharp increase in October transactions, buoyed by the continued strength of its Japan business.
In October 2025, MUSINSA Global Store’s GMV grew 158% year-over-year. Over the same period, the number of global members and purchasing customers nearly doubled, and monthly active users(MAU) exceeded 5 million, more than tripling from a year earlier.
Rising global demand for K-fashion, coupled with stronger content-driven brand curation and data-led local merchandising, underpinned the growth. In particular, MUSINSA’s signature street-style content ‘Snap’, introduced to the Global Store in late September, has become a growth driver by letting users grasp K-fashion trends at a glance—lifting both session duration and conversion.
Designer brands are also gaining momentum on the global stage as they expand touchpoints with overseas consumers via MUSINSA Global. In October alone, 34 brands recorded KRW 100 million+ in GMV (approx. USD 77K+), with △MUCENT △ILLIGO △CRANK each surpassing KRW 500 million (approx. USD 0.38M) for the month.
Japan led MUSINSA Global Store’s expansion, ranking as the largest market by both GMV and members. Leveraging Japanese consumer data, MUSINSA ran integrated online-offline activations—from pop-ups to on-site campaigns—that boosted user engagement, including customer participation and app activity.
Notably, October’s ‘MUSINSA Tokyo Pop-Up Store 2025’ in Shibuya—MUSINSA’s largest ever in Japan—created strong offline-to-online synergies. Even after the pop-up ended, returning customers increased, driving October GMV in Japan to more than 5x the prior year’s level.
At the same time, five Korean designer brands currently being incubated by MUSINSA in Japan—LOW CLASSIC Lc, RONRON, YOOHEE, CRANK, FENNEC—all posted triple-digit year-over-year GMV growth on the Global Store in October.
A MUSINSA spokesperson said, "By connecting customers who discover brands at offline pop-ups with continued experiences on our online store, MUSINSA is realizing powerful online-offline synergies. Building on localized marketing and branding, we will further advance our data-driven curation and forward-deployed logistics to accelerate the global expansion of Korean designer brands."