MUSINSA will accelerate the expansion of its offline retail presence by opening a new MUSINSA STORE location in Seoul’s Myeongdong commercial district on the 30th.
Musinsa Store Myeongdong spans a total floor area of 992㎡, from basement level 1 to the third floor above ground. Building on the successful establishment of ‘MUSINSA STANDARD Myeongdong,’ which opened in March 2024, MUSINSA is introducing this new multi-brand retail space to further strengthen its offline footprint. Through this curated store, MUSINSA secures a strategic offline hub to showcase promising K-fashion brands to both domestic and international customers.
In recent months, Myeongdong has re-emerged as a premier shopping destination amid a sharp increase in inbound foreign tourists. Notably, approximately 55% of the total transaction value at MUSINSA STANDARD Myeongdong last year was generated by international customers, underscoring its role as a global retail hub. Reflecting these market dynamics, MUSINSA curated the store with over 110 brands, more than 80% of which are domestic labels with strong fan bases, creating an immersive space where visitors can experience the breadth and depth of K-fashion.
As with all MUSINSA STORE locations, the Myeongdong store applies an O4O (Online For Offline) system that seamlessly connects online convenience with the offline shopping experience. By scanning QR codes attached to all products, customers can access member-exclusive pricing, real-time inventory information, reviews, and snap-style content.
Inside the store, shopping convenience is enhanced through themed curation zones tailored to diverse customer preferences, including ▲MUSINSA KICKS (footwear) ▲Young ▲Girls. In particular, the entire basement level is dedicated to products with high demand among international visitors. This floor is operated as a specialized ‘BAG & CAP CLUB’ zone, focusing on accessories such as bags and caps that prominently feature brand logos.
To celebrate the store opening, MUSINSA will host a pop-up for the brand ‘Bad Blood,’ which has garnered strong attention among young female consumers, through the 12th of next month. The pop-up, themed ‘A New Beginning,’ will launch the brand’s 26SS season collection and offer an additional 10% offline discount on all items, along with exclusive gifts.
In addition, MUSINSA will collaborate with local restaurants, cafés, and bars in the Myeongdong area to introduce an opening promotion that combines shopping with culinary experiences for domestic and international visitors. MUSINSA will release a curated ‘Myeongdong F&B Guide,’ and customers who visit nine participating partner venues by the 22nd of next month will receive a 20% discount that can be used at Musinsa Store Myeongdong.
A MUSINSA Official said "Musinsa Store Myeongdong will serve as a key destination where visitors from around the world can experience ‘everything about K-fashion,’’ adding, ‘Beyond providing a differentiated shopping environment, we will continue to pursue diverse collaborations that create synergy with the local commercial district, positioning this store as a defining fashion landmark in Myeongdong."