MUSINSA has strengthened its local collaboration foundation to support the global growth of partner brands by hosting an invitation program for Korean fashion brands in partnership with the government of Xuhui District(徐汇区), Shanghai.
The program was designed in collaboration with Xuhui District—where MUSINSA Store Shanghai Anfu Road is located—to enhance partner brands’ understanding of China’s key commercial districts and expand local business opportunities. In particular, it is meaningful in that cooperation programs directly operated by a Chinese local government for overseas companies are relatively rare, underscoring Xuhui District’s strong trust in MUSINSA and its willingness to provide support.
Held over two days on the 9th and 10th, the program was themed “K-Fashion: Connecting Seoul and Shanghai.” Approximately 40 brands participating in MUSINSA Store Shanghai Anfu Road were invited. The agenda comprised an educational session sharing insights on the local retail environment, along with on-the-ground programs designed to provide firsthand exposure to trends in China’s fashion market.
First, during the educational session held at Hengfu Art Center, a Xuhui District official delivered a comprehensive overview of major commercial areas centered around Anfu Road, including market analysis and successful business cases. By linking local districts, policies, and real-world examples, the session helped participants better understand the on-the-ground business environment in China.
This was followed by a City Walk program visiting Shanghai’s major shopping districts, including Huaihai Road and Nanjing Road. Participating brands were able to closely observe differences across districts—such as brand distribution, key stores, consumer traffic flow, and customer demographics—gaining vivid insight into local consumption patterns.
In addition, guided tours were conducted at MUSINSA Store Shanghai Anfu Road and MUSINSA STANDARD Shanghai Huaihai Baisheng, providing participants an opportunity to directly review MUSINSA’s offline retail and operations infrastructure as well as local customer response.
A MUSINSA representative stated, “This program demonstrates MUSINSA’s role in China not merely as a distribution channel, but as a global platform leading industry exchange and commercial district activation. We will continue to work closely with local partners in China to actively support K-fashion brands’ expansion into the market.”