MUSINSA STANDARD, the modern basic casualwear brand of MUSINSA, recorded more than 20 million cumulative visitors to its offline stores from January to October this year.
According to MUSINSA STANDARD, the combined visitor count across its 30 offline stores nationwide from January through the end of October exceeded 20 million. On a daily basis, this is equivalent to approximately 70,000 visitors visiting MUSINSA STANDARD stores across Korea.
Compared to the same period last year—when MUSINSA STANDARD operated 16 stores—the store count has grown 1.9 times, while foot traffic has surged 2.3 times, indicating an even steeper rise in customer demand. The brand surpassed 10 million cumulative visitors in the first half of 2025, and in just four months during the second half, the total doubled, accelerating sharply. With the expansion and reopening of the brand’s first store in Hongdae scheduled for late November and additional new store openings, MUSINSA STANDARD is expected to exceed 25 million annual visitors by the end of 2025.
October alone saw 3.25 million visitors, the highest monthly figure on record. Strong sales of “City Leisure” lightweight down jackets—one of this season’s leading trends—and the success of the “25FW Super Sale” contributed to this surge. Among individual locations, stores situated in major shopping complexes—including Lotte World Mall Jamsil, Lotte Department Store Pyeongchon, and Starfield Suwon—ranked at the top in foot traffic.
The expansion of MUSINSA STANDARD’s offline footprint is also driving synergy between its online and offline stores. Based on MUSINSA Store membership data, the number of new members who joined via QR codes installed inside MUSINSA STANDARD stores nearly doubled year-on-year, increasing by 97% from January to October 2025.
Sales from foreign customers at MUSINSA STANDARD’s three Seoul locations — Myeongdong, Seongsu, and Hannam — rose approximately 49% year-on-year in October, with growing interest from international tourists driving the uptick. By age group, visitors in their 20s accounted for the largest share at 37%, and Gen MZ (ages 10s and 30s combined) represented more than 70% of all foreign shoppers.
A MUSINSA STANDARD official commented, “By strengthening our product competitiveness through trend-driven design and accessible price points—and expanding our categories across fashion, beauty, home, and kids—we have significantly enhanced the offline brand experience, leading to strong customer engagement.” They added, “In 2026, MUSINSA STANDARD plans to further expand its offline footprint across major domestic and international commercial districts to reinforce the brand’s market leadership.”