Campaign runs through Oct. 14 with 16 stores; receipt event offers daily gifts

The Igu Home Seoul Forest store, one of the venues participating in Musinsa's Seoul Forest commercial district revitalization campaign [Musinsa]
The Igu Home Seoul Forest store, one of the venues participating in Musinsa's Seoul Forest commercial district revitalization campaign [Musinsa]

Musinsa is running season 2 of its Seoul Forest commercial district revitalization campaign, "Again, Seoul Forest," through Oct. 14 in partnership with brand stores in the area.

The Seoul Forest project aims to bring high-end fashion and lifestyle brand stores to a neighborhood previously dominated by food and beverage outlets. It was first launched in April to draw foot traffic to newly opened stores along Seoul Forest Atelier Street.

A total of 16 stores are taking part in this season's campaign — 11 brands carried on the Musinsa platform and five stores operated directly by Musinsa. Fashion participants include Freight, Yurt, General Idea, Lookcast, Have A Whale, Goyo Wear and Puma, while lifestyle brands GBH, Sabre Paris, Maison Plaisant and Dossi have also joined. Musinsa-operated venues rounding out the lineup are Musinsa Run, Musinsa Bag & Cap Club, Igu Home, Igu Kids Seoul Forest and the JanSport flagship store in Seoul Forest.

To convert visitor interest into actual purchases and lift sales, Musinsa has organized a receipt verification event for customers at participating stores. Shoppers who spend at least 10,000 won ($7) and bring their receipt to Igu Home Seoul Forest will receive a free gift, available to the first 200 customers each day during the campaign period.

Musinsa will also distribute a Seoul Forest shopping map. Designed with the growing number of visitors drawn by events such as the Seoul International Garden Expo in mind, the map helps shoppers find stores by interest — from fashion to home and living. Store location information is provided in both Korean and English to improve accessibility for foreign tourists.

Musinsa plans to develop the campaign into a showcase of online-to-offline business synergy. "If the previous campaign was about introducing the new appeal of Seoul Forest, this one is designed to turn visitor foot traffic into actual sales for the participating brands in the area," a Musinsa official said. "We will actively pursue collaborative initiatives so that the Seoul Forest commercial district can establish itself as a new shopping destination in Seongsu-dong, extending along Yeonmujang-gil."


spa@heraldcorp.com