A "random share giveaway" event run jointly by Musinsa and Korea Investment & Securities. [Provided by Musinsa]
A "random share giveaway" event run jointly by Musinsa and Korea Investment & Securities. [Provided by Musinsa]

Financial firms are teaming up with fashion and beauty platform Musinsa to win over customers in their 20s and 30s — as well as active-duty and recently discharged military personnel.

Korea Investment & Securities became the first brokerage to partner with Musinsa, co-hosting the fifth Korea Investment Battle stock-trading competition. During the event, participants who verified their trades and shared their personal style on social media received Musinsa Money gift vouchers through an "outfit of the day" campaign that framed investing as part of everyday life.

A joint event on the Musinsa app offered the first 20,000 users a randomly selected share from among Kospi 200 constituent stocks and major ETFs. New customers opening a Bankis account for the first time received additional perks — including a chance to win Samsung Electronics shares — bringing the total possible reward to up to four shares.

Hana Bank, meanwhile, launched a summer cashback promotion tied to its Hana Narasarang Card, targeting active-duty soldiers and veterans under 38, with Musinsa payment benefits front and center. Customers who sign up for the card in July and use it at Musinsa receive a 10,000 won ($7) cashback — up to twice — on purchases of 10,000 won or more at the Musinsa online store, for a maximum return of 20,000 won.

The rush toward Musinsa reflects a broader shift: for consumers in their 20s and 30s, finance is no longer a dry, intimidating subject but part of how they express their identity and lifestyle. Firms have concluded that moving beyond wealth-building pitches and leveraging a fashion platform is a more effective way to build a trendy image and attract new customers.

"Musinsa is one of the platforms with the highest loyalty among young people passionate about fashion and beauty," an industry official said. "Natural exposure there, combined with differentiated benefits, is becoming an efficient channel for getting ahead of future customers and giving companies a younger image."


andy@heraldcorp.com