Musinsa said on the 23rd that global coffee brand Starbucks surpassed 10,000 units sold a week after officially joining the platform.
Starbucks Korea opened an official brand shop inside the Musinsa Store on the 14th and began selling various MD (merchandise) products. This entry was not a one-off collaboration but proceeded as an official onboarding within the Musinsa Store.
Starbucks' entry into Musinsa is seen as a move to effectively sell MD products to younger generations. Starbucks is expanding its IP (intellectual property) business based on its strong brand fandom and branding capabilities. Musinsa has a solid customer base centered on people in their 20s and 30s, making it a platform considered effective for showcasing MD products to younger consumers.
Starbucks delivered sales results by pursuing a product strategy tailored to the lifestyle and trends of younger customers. Upon entry, Starbucks unveiled the premium sports line "Sporty Collection" as Musinsa-exclusive products. The lineup includes tumblers, shaker bottles, pouches, sports towels, and crossbody bags that are highly useful for workouts or outdoor activities.
The Sporty Collection was released for a limited time through the high-buzz launch service "Musinsa Drop (MUSINSA DROP)," and on the day sales began, it swept Nos. 1 through 4 in the store's popular product rankings. It then recorded a cumulative 10,000 units sold in a week.
Musinsa has steadily delivered results by collaborating with brands from different industries beyond fashion. It is actively partnering with organizations with strong fandoms, such as sports teams and entertainment, expanding brand experiences while boosting sales.
It is also simultaneously attempting to extend IP (intellectual property rights) into fashion content. In May, Musinsa released the "K League X Sanrio Characters" collaboration collection at its online and offline stores, and items such as key rings, football jerseys, and gym sacks sold out. In September, Musinsa Drop exclusively released a 10th-anniversary limited-edition package collaboration between the band DAY6 (DAY6) and global backpack brand Jansport (JANSPORT), drawing attention.