Musinsa said on the 12th that it will officially open its first overseas store, "Musinsa Standard Shanghai Huaihai Baisheng," in Shanghai, China, on the 14th.
Shanghai Huaihai Baisheng, Musinsa Standard's first store in China, is expected to serve as a strategic base that both broadens direct touchpoints with Chinese consumers and accelerates Musinsa's global expansion. Musinsa plans to gradually expand stores to key hub cities across China.
Musinsa noted that Shanghai is emerging as a trendsetter for young people worldwide and a city that leads China's consumer culture. Musinsa Standard Shanghai Huaihai Baisheng is located on Huaihai Road (淮海路), considered a core commercial district with an average daily floating population of 500,000. It will occupy two above-ground floors inside the popular Baisheng Shopping Center, totaling 430 pyeong, and its entrance is connected to South Shaanxi Road (陕西南路) Station, served by Shanghai Metro Lines 1, 10 and 12, improving accessibility.
Building on these locational advantages, Musinsa will target the Chinese market with a localization strategy that closely analyzes Chinese customers' lifestyles and the local environment. Taking into account the climate and living conditions of major cities including Shanghai, it will strengthen season- and region-specific product curation and roll out diverse marketing activities tailored to the tastes of young Chinese consumers.
Reflecting young Chinese customers' content consumption trends, a "live room" has also been installed. The live room is a transparent glass box where visitors can take photos and enjoy personal live streaming, aligning with the "daka (打卡; proof of visiting a hot place)" culture popular among young people in China.
A Musinsa official said, "We will closely analyze Chinese customers' purchase data to expand locally tailored product lines and launch China-exclusive collections, building differentiated brand competitiveness unique to Musinsa Standard in the Chinese fashion market."