‘MUSINSA Tokyo Pop-Up Store 2025’ has recorded a successful first week, underscoring strong local interest in K-fashion.
From October 3 to 9, the pop-up surpassed 20,000 cumulative visitors. Even prior to the official opening, advance reservations exceeded 10,000, and more than 10,000 people visited within the first three days, making it one of the most talked-about fashion and beauty events in the Shibuya area. The pop-up is being held at MEDIA DEPARTMENT TOKYO in central Shibuya and will run through October 26.
Among the three floors, the first-floor zone titled 'Inspiration of MUSINSA' drew the most attention. The exhibition presented MUSINSA’s growth story—from its beginnings as a sneaker community to becoming a leading Korean fashion company.
In particular, the ‘Snap Archive Zone’—a chronological curation of MUSINSA’s signature street-style photography since 2009, illustrating shifts in Korean fashion trends—was met with an enthusiastic response. Visitors were also frequently seen taking photos at the ‘Styling Zone’, which re-imagined the fashion moods of major Seoul hotspots including Seongsu, Hannam, Gangnam, Hongdae, and Myeong-dong.
Targeting Japan’s younger consumers with a strong interest in K-fashion, the second and third floors showcased 80+ of the most talked-about Korean brands. Of these, 13 brands made their first offline entry into the Japanese market through the Tokyo pop-up, meeting local customers in person.
MUSINSA’s O4O(Online for Offline) shopping experience—linking the offline pop-up with MUSINSA Global Store—also resonated with younger shoppers. By scanning QR codes, visitors could access over 2,800 product reviews for participating items in Japanese and English on the Global Store, while a 20% purchase discount further boosted engagement.
An online campaign titled ‘Digging Seoul’, which translated Seoul’s key tourist districts into fashion styling themes, added a differentiated touch by connecting online and offline journeys. As a result, 64% of pop-up visitors explored partner-brand product pages and reviews on the Global Store, and new member registrations from Japan on the Global Store increased by 2.7x compared to the same period in the previous month.
A MUSINSA official said "From day one, long queues at the Shibuya venue demonstrated the strong demand and excitement among Japanese customers for K-fashion. The opportunity to experience Korean fashion and beauty brands—many of which are new to Japan or previously available only online—has continued to draw sustained interest from young local consumers."