Musinsa corporate logo [Musinsa]
Musinsa corporate logo [Musinsa]

Musinsa said Friday it is accelerating its push into Southeast Asia through a partnership with Mitra Adiperkasa (MAP), Indonesia's largest retail group. MAP operates an extensive distribution network across Indonesia and is one of the country's leading retail conglomerates.

The two companies signed an exclusive distribution agreement in July. Building on the deal, they plan to expand offline operations centered on Musinsa Standard and jointly pursue localization strategies — including product management and marketing tailored to the Indonesian market.

Indonesia is Southeast Asia's largest consumer market, with a population of about 280 million. Demand for global fashion brands is strong in major cities including Jakarta. Transaction volume from Indonesian customers on Musinsa's global store rose about 70 percent in the first half of this year compared with the same period last year.

"By combining MAP's retail capabilities with Musinsa's K-fashion competitiveness, we will offer local customers a new brand experience that connects online and offline," a Musinsa official said.


siuu@heraldcorp.com