The number of foreign visitors to MUSINSA’s offline fashion stores continues to rise, with recent data showing that transaction volume from Chinese tourists has more than tripled. Notably, over half of these customers are in their teens and twenties, indicating the growing popularity of K-fashion among younger Chinese travelers.
MUSINSA reported a 257% increase in transaction volume from Chinese customers at its offline fashion concept store, ‘MUSINSA Store Seongsu@Daelim Warehouse’ in the second quarter of 2024(April–June) compared to the first quarter(January–March). Opened in September 2024, the store targets international and female shoppers and has quickly established itself as a flagship retail destination in Seongsu-dong, attracting over 100,000 visitors each month.
At ‘MUSINSA Store Hongdae’ located near Hongik University in Seoul, transaction volume from Chinese tourists also saw a significant increase. In the first half of 2024 (January–June), spending by Chinese customers rose by approximately 180% compared to the same period last year. Across both MUSINSA Store Seongsu@Daelim Warehouse and MUSINSA Store Hongdae, around 60% of Chinese fashion shoppers were in their teens and twenties.
Among foreign customers who made purchases at MUSINSA’s offline concept stores, Chinese shoppers accounted for the largest share at 32%, followed by Japanese customers at 27%, based on data from over 100 nationalities. Fashion brands known for their distinctive designs—such as △Marithé François Girbaud, △STAND OIL, and △aeae—have received particularly strong responses from international visitors at MUSINSA Store.
Transaction volume from Chinese customers at offline stores of MUSINSA STANDARD also saw a significant increase this year. In the first half of 2024, the combined transaction volume from Chinese tourists at MUSINSA STANDARD’s five foreign-customer-focused locations in Seoul(Gangnam, Myeong-dong, Seongsu, Hannam, and Hongdae) rose by 120% compared to the same period last year. Notably, shoppers in their teens and twenties accounted for the largest share at 40%.
A MUSINSA official said, “Chinese Gen Z and Alpha tourists with a strong interest in K-fashion are increasingly visiting MUSINSA’s concept stores as destinations to experience Seoul’s latest fashion trends firsthand,” They added, “We plan to further expand our offline presence in key areas of Seoul—such as Gangnam, following Seongsu, Hongdae, and Myeong-dong—to promote K-fashion to a broader global audience.”