MUSINSA to open ‘MUSINSA Shop’ on Japan’s ZOZOTOWN, paving a one-stop pathway for K-fashion brands to enter Japan.
MUSINSA will officially launch the ‘MUSINSA Shop’ on Japan’s leading fashion e-commerce platform ZOZOTOWN on November 6. Going forward, MUSINSA partner brands will be able to sell on ZOZOTOWN in parallel without navigating complex onboarding steps. Focused on fashion and beauty, ZOZOTOWN enjoys strong support among younger Japanese consumers, with 12.2 million annual purchasers as of the fiscal year ended March 2025.
The opening of the MUSINSA Shop marks the first tangible outcome since MUSINSA signed an MOU in December 2024 with ZOZO, the operator of ZOZOTOWN. Through this collaboration, MUSINSA can support partner brands’ expansion into Japan more effectively, while ZOZOTOWN gains a broader lineup of in-demand K-fashion brands to meet rising local demand.
In particular, the MUSINSA Shop is expected to provide a practical solution for smaller partner brands that have found it difficult to join overseas platforms without a local entity or hesitated to enter Japan due to sizable upfront investments. By simply linking their existing onboarding agreement with MUSINSA Store, partner brands can list and sell their products on ZOZOTOWN with minimal additional procedures.
MUSINSA will also offer end-to-end cross-border logistics support, enabling integrated storefront operations and inventory management for partner brands. Once products are delivered to MUSINSA’s domestic fulfillment center, MUSINSA will handle the subsequent international logistics, customs clearance, and last-mile delivery in Japan.
At launch in early November, more than 140 K-fashion brands will meet ZOZOTOWN customers, including labels that have already earned strong responses from Japanese shoppers on MUSINSA Global Store such as Rest&Recreation, AAKAM, YOUHEE, ILLIGO, and HoodHood. MUSINSA plans to rapidly scale the number of brands selling on ZOZOTOWN via the MUSINSA Shop to over 1,500 by year-end.
A series of launch promotions will also be rolled out. MUCENT, MUSINSA STANDARD WOMEN, AVANDRESS, FENNEC, and six additional brands will offer ZOZOTOWN-exclusive items to deliver a differentiated shopping experience for Japanese customers. On opening day, MUSINSA Shop purchasers will also have a chance to receive additional gifts through a lottery, including the MUSINSA STANDARD Lipstick Pouch Keyring.
A MUSINSA official said "With this collaboration with ZOZO, we are putting into practice our promise for global expansion: if a brand prepares the products, MUSINSA will take care of the rest. We expect this to ease the burdens that domestic small and medium-sized brands face when directly listing on overseas platforms — from complex onboarding and international warehouse costs to dedicated inventory management — and to give them a real opportunity to operate on a larger global stage."