MUSINSA’s modern basic casual brand MUSINSA STANDARD is strengthening its brand influence across the board by expanding its offline retail network.
MUSINSA STANDARD aims to add more than 20 new stores this year in major domestic hubs and key commercial districts in China, targeting a total of 60 locations by year-end. As of the end of December 2025, the brand operated 34 offline stores — 33 in Korea and one in China — and plans to increase its footprint by more than 70% within a single year.
In Korea, the brand is accelerating its expansion into major regional commercial districts, including the recently opened One Grove and Starfield Village Unjeong locations in January. Following the opening of its first store in Gwangju Metropolitan City this April, MUSINSA STANDARD plans to sequentially enter previously untapped regions — including Jeju — in the second half of the year, establishing a nationwide offline network.
By the end of this year, MUSINSA STANDARD is expected to expand its domestic store count to 50 locations. Annual offline visitor numbers, which reached 28 million last year, are projected to climb to as many as 40 million, driven by increased inflows of international tourists.
The brand’s push into global markets is also set to accelerate. Following the opening of its first overseas store — and China flagship location — at Shanghai Huaihai Baixing Plaza in December last year, MUSINSA STANDARD has received a positive response from local consumers. The brand plans to expand further into major Chinese commercial districts, including new openings in Shanghai and Hangzhou in the first half of this year, with a goal of reaching double-digit store locations in China by year-end.
Through the seamless integration of online and offline channels, MUSINSA STANDARD aims to achieve KRW 1 trillion in combined domestic and international sales this year. Beyond quantitative growth, the brand seeks to solidify its position as a leading representative of K-fashion, standing shoulder to shoulder with global fashion brands.
A MUSINSA official stated, “MUSINSA STANDARD is proving its overwhelming presence in offline markets both domestically and internationally as an anchor tenant that delivers differentiated customer experiences and attracts younger consumers. By significantly expanding customer touchpoints at home and abroad, we will take the next step toward becoming a global fashion brand representing Korea.”