MUSINSA EMPTY, a select shop that showcases Korean and international designers’ brands, has emerged as a must-visit fashion shopping destination for international tourists, with foreign customers accounting for over half of its offline sales in the first half of the year.
An analysis of offline sales at MUSINSA EMPTY Seongsu from January to June 23 this year revealed a 61% year-over-year increase in transactions by international customers. Notably, approximately 56% of total sales during the period were generated by overseas shoppers, accounting for more than half of all sales. These figures are based on tax-free transactions, and the actual proportion is expected to be even higher when including customers who did not apply for VAT refunds.
This growth can be attributed to MUSINSA EMPTY’s strong reputation as a fashion select shop where both domestic and international customers can discover experimental designer brands in Seongsu, one of Seoul’s top shopping destinations. Its distinctive offerings—including exclusive pop-up stores and limited-edition collections—have drawn significant attention from global tourists. Notable brands such as Charles Jeffrey Loverboy, Marine Serre, and Grounds have leveraged the platform to expand their reach to both local and international audiences.
Korean designer brand STAND OIL also received a strong response by launching an exclusive collection and hosting a pop-up store in collaboration with MUSINSA EMPTY. During the pop-up period, more than half of the customers were international tourists. Additional collaborations with domestic brands such as ANDERSSON BELL and HURJABOYACC further enhanced the store’s unique aesthetic and drew increased attention.
MUSINSA EMPTY is offering an exclusive early release of a collaboration collection between rising Korean designer brands OJOS and HUNTER, available both online and offline through July 3. To celebrate the launch, a dedicated pop-up store will be held at MUSINSA EMPTY Seongsu, where customers who purchase rain boots on-site will receive a complimentary rain poncho on a first-come, first-served basis.
A MUSINSA official said, “Driven by the growing number of international visitors, offline sales at MUSINSA EMPTY Seongsu rose by 36% from January to June 23 compared to the same period last year.” They added, “As a leading select shop dedicated to discovering and nurturing niche fashion brands, we will continue to serve as a growth partner for emerging labels both in Korea and abroad.”