Musinsa said on the 29th that the "tongkuan (same style)" special event held on China's Tmall with China's official ambassador ENHYPEN's Seonghun surpassed 5 billion won in transaction amount within an hour of opening on the 27th. More than 7,300 items were sold in a day.
The event ran by unveiling a lookbook of Seonghun wearing products from brands carried at Tmall Musinsa and the Musinsa Standard flagship store and offering limited-edition gifts to consumers who purchased the styled items.
The Musinsa Standard flagship store entered the top 10 in daily sales in Tmall's men's category. In particular, the Musinsa Standard "City leisure hooded light down jacket" worn by Seonghun sold out within one minute of the event starting.
A Musinsa official said, "Over the past two months, we secured early results centered on Tmall and settled into the Chinese market," and added, "Leveraging Musinsa's solid infrastructure, we will continue various support so that K-fashion brands can expand their touchpoints with local Millennials and Gen Z (born 1980–2004) in the Chinese market."