MUSINSA STANDARD will officially open its first overseas store, the MUSINSA STANDARD Parkson Shanghai, on January 14 as the company accelerates its offline expansion in China.
As MUSINSA STANDARD’s first store in China, the MUSINSA STANDARD Parkson Shanghai will serve as a strategic hub for strengthening direct engagement with local consumers and advancing MUSINSA’s global expansion. The company views the launch as an important milestone in its journey toward becoming a global fashion brand and plans to gradually expand its offline presence across major cities in China.
MUSINSA selected Shanghai as the location for its first international store, noting the city’s emergence as a trendsetting hub for young consumers and a driving force in China’s fashion and retail landscape. Situated on Huaihai Road—one of the busiest commercial districts in Shanghai with an average foot traffic of 500,000 people per day—the store occupies two above-ground floors totaling approximately 1,421 square meters. It is seamlessly connected to the South Shaanxi Road Station (Metro Lines 1, 10, and 12), ensuring exceptional accessibility.
Leveraging these locational advantages, MUSINSA aims to capture the Chinese market with a highly localized strategy informed by extensive analysis of local lifestyle patterns and environmental factors. The brand plans to strengthen seasonal and regional product assortments and deliver marketing initiatives tailored to the preferences of young Chinese consumers.
The MUSINSA STANDARD Parkson Shanghai embodies MUSINSA STANDARD's core identity: offering a wide range of styles from essential basics to contemporary trends. Moving away from conventional category-based displays, the store adopts mood- and theme-based zoning that presents complete styling propositions spanning classic, casual, and modern silhouettes. A glass showcase facing the second-floor exterior highlights the City Leisure Hooded Light Down Jacket, a standout item known for its sleek design and exceptional warmth—so popular that it sold out within one minute on Tmall.
Reflecting the content consumption habits of young Chinese shoppers, the store also features a “Live Room.” Designed as a transparent glass studio, the space aligns with the trending daka (打卡) culture—where visitors document their presence at notable spots—and provides an environment for taking photos or streaming live content. By encouraging organic content creation and sharing, the Live Room is expected to lengthen in-store dwell time and attract recurring visits.
Several large media walls installed throughout the store amplify visual impact and immerse visitors in MUSINSA STANDARD’s brand message. The signature media wall along the central staircase connecting the first and second floors spans approximately four meters high, creating a dramatic visual experience that fills the vertical space.
A MUSINSA official commented, “The MUSINSA STANDARD Parkson Shanghai is a forward operating base for expanding our offline business in China. By closely analyzing local customer data, we plan to broaden our region-specific product lineup, introduce China-exclusive collections, and build a differentiated competitive edge for MUSINSA STANDARD in the Chinese fashion market.”