MUSINSA has rapidly built a stable growth trajectory in China, with transaction volume and store traffic rising sharply following its market entry.
Within the first 100 days of entering the Chinese market (September 19 to December 27), MUSINSA recorded approximately KRW 10 billion in cumulative online and offline sales (shipment-based). As of December 31, cumulative sales reached KRW 11 billion.
This performance was driven by strong synergy between online and offline channels. Total transaction volume across MUSINSA STANDARD and MUSINSA Store on Tmall expanded more than ninefold, from approximately KRW 500 million in September to KRW 4.4 billion in December. Following the opening of MUSINSA’s Shanghai stores in December, combined online sales reached an all-time high. In particular, after the opening of MUSINSA Store Shanghai Anfu Road, sales at the Tmall MUSINSA Store more than doubled month-on-month (up 107%), setting a new monthly record. More than 85% of purchasers were Gen Z and Millennial consumers, indicating that experiences at offline stores are rapidly converting into online purchases among China’s trend-sensitive younger generation.
Product strategies integrating online and offline channels are also delivering clear synergies. MUSINSA STANDARD’s bestseller, the City Leisure Hooded Light Down Jacket, ranked No.1 in sales on the Tmall MUSINSA STANDARD flagship store and also claimed the top spot in offline store sales volume. MUSINSA actively applies online data to visual merchandising (VMD), prominently displaying demand-validated products in front-facing glass showcases to maximize cross-channel impact.
Early performance at offline stores has also been notable. MUSINSA’s first overseas stores—MUSINSA STANDARD Shanghai Huaihai Baisheng and MUSINSA Store Shanghai Anfu Road—surpassed 100,000 cumulative visitors within 26 days of operation, including soft-opening periods, as of December 31. During the same period, offline sales exceeded KRW 1 billion, reinforcing MUSINSA’s position as a key platform through which China’s young consumers engage with K-fashion.
In particular, MUSINSA Store Shanghai Anfu Road is serving as a strategic gateway for partner brands entering overseas markets. Korean designer brands including SCULPTOR, WKNDRS, and FACADE PATTERN have ranked among the top performers across MUSINSA Store’s online and offline channels in China, expanding their reach among young Chinese consumers. For K-fashion brands facing barriers in building local infrastructure and marketing independently, MUSINSA Store provides an efficient pathway to establish early awareness and reduce trial-and-error in the Chinese market.
MUSINSA plans to sustain this momentum by accelerating its offline expansion.In March, the company will open an additional store on Nanjing East Road in Shanghai, followed by expansion into other cities, including Hangzhou, in the first half of the year.Over the mid- to long term, MUSINSA aims to operate more than 10 stores in China by 2026, with a long-term goal of opening 100 stores by 2030.
A MUSINSA representative stated, “By leveraging sophisticated data analysis of the Chinese market, MUSINSA has implemented localized strategies across store openings and product assortments, enabling us to achieve meaningful results in a short period of time. Going forward, we will further enhance our integrated online-to-offline operations based on the consumption trends of China’s Gen Z and Millennial consumers, and build a sustainable growth model in the Chinese market.”