MUSINSA will accelerate its effort to expand local consumer touchpoints in China by opening “Musinsa Store Shanghai Anfu Road,” an offline multi-brand store located on Anfu Road, one of Shanghai’s most trend-setting neighborhoods, on the 19th.
Musinsa Store Shanghai Anfu Road is set to serve as a strategic hub that accelerates the expansion of Korean designer brands into China, acting as a bridge between K-fashion and Chinese consumers. Reflecting the lifestyle and consumption patterns of young Chinese customers, Musinsa plans to strengthen its position as Asia’s leading designer fashion curated store while supporting partner brands in building stronger brand awareness in the Chinese market.
Often compared to Seongsu-dong in Seoul, Anfu Road is a trend-forward area where fashion enthusiasts and influencers gather. The neighborhood is renowned for its unique European-style architecture lined with plane trees, along with its concentration of global flagship stores and high-end curated boutiques, making it one of Shanghai’s most influential fashion districts. MUSINSA determined that Anfu Road’s blend of heritage and modernity, along with its strong trendsetter presence, makes it the ideal location for Musinsa Store’s first overseas flagship.
The newly opened Musinsa Store Shanghai Anfu Road embodies MUSINSA’s localized strategy for China. The store spans three floors of a historic century-old building and covers approximately 700 square meters, preserving the building’s heritage while incorporating MUSINSA's curatorial identity throughout the space. A total of 59 brands are featured, including 44 Korean fashion and accessory brands and 15 Chinese local and global sports brands. By presenting Chinese brands alongside Korean labels, the store reinforces localization while enabling Chinese consumers to discover K-fashion in a familiar yet refreshing context.
The store adopts theme- and style-based zoning to help young Chinese shoppers browse brands that best align with their tastes. The first floor features a dedicated pop-up zone that will host rotating concept-based pop-ups aligned with seasonal trends. For its first month, the “MUSINSA CLOSET” pop-up highlights six Korean brands that have already gained strong traction among Chinese customers on Musinsa Store, including LOCK CAKE, OSOI, INSILENCE, SCULPTOR, TRIMMING BIRD, and FENNEC.
The second floor offers a space where customers can fully experience MUSINSAs unique brand curation. Visitors can explore coordinated looks from more than 30 fashion brands and complete their own styling inspiration. To appeal to fans of Korean pop culture, the third floor features a dedicated “K-pop Zone”, reflecting the Chinese consumer trend of sharing and recreating idol styling. For the first month, the zone will showcase curated items personally worn by SUNGHOON of ENHYPEN, MUSINSA China’s official brand ambassador.
MUSINSA has also incorporated storytelling elements throughout the customer journey to deepen store immersion. Along the staircase from the first to the second floor, an art wall reinterprets Musinsa Store locations in Seoul—such as Seongsu, Gangnam, and Hongdae—through traditional East Asian-inspired artwork. Additionally, the store features a “Shoes Wall,” symbolizing Musinsa’s origin as a sneaker community platform, along with a “Cap Club” showcasing a diverse selection of hats to create a visually engaging shopping experience.
A Musinsa spokesperson stated, “Musinsa Store Shanghai Anfu Road combines the heritage of the district with MUSINSA’s modern curatorial perspective to present K-fashion in a new offline experience format,” adding, “MUSINSA will continue to foster meaningful connections between Chinese consumers and Korean designer brands through localized strategies that coexist harmoniously with local culture across major Chinese cities.”