New members, transaction volume more than double year-on-year in H1

Expansion into China, Southeast Asia with localized business models

Visitors shop at the Musinsa Station in Harajuku pop-up store. [Musinsa]
Visitors shop at the Musinsa Station in Harajuku pop-up store. [Musinsa]

Musinsa said Thursday that its Japan global store's transaction volume for the first seven months of this year has already matched the total recorded for all of last year.

Musinsa established its Japanese subsidiary, Musinsa Japan, in 2021 to launch its local global store operations. Last year's transaction volume surpassed the 2023 figure by more than fivefold, and the compound annual growth rate over the past three years has reached 136 percent. New member sign-ups and transaction volume in the first half of this year each more than doubled compared with the same period last year.

Through the global store, Musinsa has built up customer and purchase data while running K-fashion pop-up stores in key locations including Tokyo. The "2026 Musinsa Tokyo Pop-up Store," held in April, drew visitors from all 47 of Japan's prefectures — a sign that demand for K-fashion has spread across the country's major regions. Strengthened local logistics infrastructure has also made shopping more convenient for Japanese customers.

Meanwhile, Musinsa is expanding into other major Asian markets — including China and Southeast Asia — drawing on its experience in Japan. The company established a Chinese subsidiary last year and, starting last month, has been pursuing offline retail for its Musinsa Standard label in partnership with leading retail companies in the Philippines, Indonesia, Vietnam and Malaysia.

"Japan will continue to build on its growth momentum with the opening of a Musinsa offline store in Tokyo next year," a company official said. "In China and Southeast Asia as well, we will focus on localization strategies tailored to each market rather than short-term expansion, creating an environment where K-fashion can take root."


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