Choi Jae-young (left), chief commerce officer of Musinsa, and Tak Young-jun, chief executive of SM Entertainment, pose for a photo at the MOU signing ceremony on Monday. [Musinsa]
Choi Jae-young (left), chief commerce officer of Musinsa, and Tak Young-jun, chief executive of SM Entertainment, pose for a photo at the MOU signing ceremony on Monday. [Musinsa]

Companies to develop and release fashion and IP products for domestic and global markets

Musinsa has teamed up with SM Entertainment to offer fans an integrated online and offline experience combining K-fashion with K-pop intellectual property.

Musinsa signed an MOU with SM on Monday to build a mutually beneficial partnership. The agreement centers on three areas: generating business synergies between K-pop and K-fashion, providing a 360-degree fan experience through official merchandise retail and linked online and offline marketing, and expanding customer touchpoints through global market cooperation.

The two companies also plan to pursue collaborations between brands on the Musinsa Store and SM artists, with the aim of releasing distinctive fashion and IP products. Those products will be distributed through Musinsa's online and offline platforms and tied to major promotional campaigns.

Key executives from both sides attended the signing ceremony, including Musinsa Chief Commerce Officer Choi Jae-young and SM Chief Executive Tak Young-jun. "We will bring together the strengths of both companies to deliver differentiated experiences to fans and secure growth momentum across the K-culture industry," Choi said.


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