MUSINSA has officially launched its new service, ‘K-KONNECT,’ a dedicated category that brings together a wide range of K-pop and K-culture–related products.
K-KONNECT showcases an extensive selection of K-culture items—from fashion apparel and accessories created through collaborations with K-pop artists and influencers, to merchandise, albums, and tickets for performances and exhibitions. The service name reflects MUSINSA’s aim to more closely connect global fans with Korea’s trendsetting culture.
In 2023, MUSINSA drew strong attention with ‘MUSINSA Drop,’ a limited-release service that introduced exclusive fashion items, artist merchandise, tickets, and other rare products. Since 2024, the company has continued to offer differentiated shopping experiences through ‘MUSINSA Edition,’ unveiling ongoing collaborations between brands and artists or celebrities. Going forward, MUSINSA plans to expand its K-content offerings through K-KONNECT while strengthening curation by linking online and offline channels.
K-KONNECT spans a diverse range of categories, from fashion brand x artist/influencer collaboration collections to album releases. The service also offers exclusive goods, photocards, and other special benefits available only on MUSINSA, along with offline pop-up stores that provide added value for fans.
A notable example includes the release on December 1 of fashion items and accessories featuring BLACKPINK character designs, as well as a special-edition custom kit of BLACKPINK’s official light stick. MUSINSA also hosted ‘BLACKPINK POP-UP in SEOUL&BUSAN’ across five locations—MUSINSA Store Hongdae and Gangnam, and MUSINSA Standard Myeong-dong, Hannam, and Busan—through December 10, drawing strong engagement from fans.
On December 11, MUSINSA released the second single album ‘PLBBUU’ from the virtual boy group PLAVE, simultaneously across MUSINSA Drop and MUSINSA Store Seongsu and Gangnam. The album featured limited-edition exclusive benefits, debuted at No.1 on the popular products ranking, and its offline pop-up generated long queues from early morning, demonstrating its high buzz.
A MUSINSA spokesperson stated, “Across the content industry, more brands are collaborating with fashion partners to elevate their trendy and hype-driven image. With a strong young customer base, MUSINSA is increasingly viewed as the ideal platform for such collaborations,” adding, “Through K-KONNECT, we will expand artist and IP-driven partnerships to lead a new wave in K-culture where fashion, music, and artist merchandise converge.”