👟 A Sneakerhead Launched a Community
In 2001, there was a high school student who loved sneakers so much that he created an online community called “Mujinjang Sinbal Sajin-i Maneun Got” — which means “a house of sneaker photos” in Korean. This small community eventually became the very beginning of MUSINSA — the name itself is an abbreviation of the original title.
| Mujinjang Sinbal Sajin-i Maneun Got → 'MUSINSA'
What started as a small sneaker community later became the foundation of Korea’s No.1 fashion platform.
📸 MUSINSA’s Street Snaps Started With a Single Camera
In 2003, the community evolved into MUSINSA.com, expanding beyond sneakers to feature a variety of fashion content. The founder personally took to the streets of Seoul — in neighborhoods like Hongdae, Myeongdong, and Apgujeong — capturing 10 to 20 fashion-forward people every week with just a camera in hand.
Back then, MUSINSA.com became the go-to destination for anyone curious about how Seoulites dressed. Like today’s #OOTD on Instagram, it functioned as an early social platform for street fashion. Soon, the saying emerged: “To know the latest fashion trends, check MUSINSA’s street snaps.
These snapshots eventually became MUSINSA’s signature content and are still regarded as the origin of street photography culture in Korea.
💸 Selling Sneakers to Sustain the Magazine — The Beginning of K-Fashion
The founder’s passion for fashion didn’t stop there. Through the community and street snaps, he naturally connected with emerging Korean designers and realized that many unique brands lacked opportunities to reach consumers. To showcase these independent labels, he launched MUSINSA Magazine, introducing underground brands in streetwear, sneakers, skateboarding, and more — categories that were largely unknown at the time.
But the journey wasn’t easy. Revenue was scarce, and at one point, the founder even sold his prized limited-edition sneakers and used his college tuition to cover server costs.
Then in 2006, an opportunity came. MUSINSA’s unique content caught the attention of global fashion brands, resulting in collaboration offers. This became a turning point where MUSINSA began evolving beyond a magazine into a full-fledged fashion platform.
🛍️ Becoming a Game Changer in the Fashion Industry
In 2009, MUSINSA opened the MUSINSA Store, an online platform for fashion items. From the very beginning, the founder had one principle: “We only sell authentic products.”
Back then, it was still uncommon for consumers in Korea to purchase authentic branded products online. MUSINSA filled the gap by curating authentic, design-driven brands that consumers could trust.
The founder had just one simple rule when selecting brands:
| “Only brands you won’t find anywhere else.”
With this standard, MUSINSA introduced emerging designers and niche streetwear brands rarely seen in department stores. By providing new online distribution channels for small and mid-sized brands, MUSINSA positioned itself as a platform for mutual growth.
Today, MUSINSA connects over 10,000 brands — spanning basics, casualwear, streetwear, formalwear, and contemporary labels — and serves over 16 million members, becoming Korea’s leading fashion platform.
🦄 The First Unicorn Among Fashion Platforms
In 2012, MUSINSA incorporated and began full-scale business expansion. From 2012 to 2019, the company consistently generated operating profits through its brand-partnership online store model and reinvested earnings to drive steady, sustainable growth.
In 2019, MUSINSA secured investment from global venture capital firm Sequoia Capital, achieving a valuation of USD 800M. MUSINSA believed that Korean designer brands — with their unique stories, innovative designs, and premium quality — have strong potential to compete globally, and pursued the investment to build a foundation for K-Fashion’s global expansion. Notably, since its incorporation, MUSINSA Store has remained profitable every year without recording a single operating loss.
With this milestone, MUSINSA became the first Korean fashion platform and the 10th company in Korea overall to achieve unicorn status. Sequoia Capital, a world-renowned venture capital firm known for investing in Apple, Google, Instagram, and Airbnb, led the round. The investment served as an official validation of MUSINSA’s growth potential on the global stage.
MUSINSA recorded an annual GMV(Gross Merchandise ValueGMV) of USD 3.29 billion, revenue of USD 907 million, operating profit of USD 75 million, and net income of USD 51 million on a consolidated basis for 2024.
🌎 Beyond Local, Into Global
In 2022, MUSINSA launched the MUSINSA Global Store, introducing K-Fashion to consumers worldwide. Now serving 13 regions — including the U.S., Japan, Singapore, and Australia — the platform showcases over 3,000 Korean brands to a growing global audience. MUSINSA has become a key bridge connecting K-Fashion with international markets.
Starting in the second half of 2025, MUSINSA plans to accelerate its global expansion both online and offline. The company will broaden its target regions beyond the current 13 to include China. .
From a small sneaker community to a global K-Fashion powerhouse, MUSINSA has come a long way. Staying true to its mission, the company will continue partnering with Korean designers to shape new fashion cultures and deliver the unique value of K-Fashion to consumers around the world.
🛒Discover K-Fashion on MUSINSA Global Store!
Experience the latest K-Fashion trends from over 3,000 Korean brands, all in one place.