Musinsa said on the 30th that its cumulative global transaction amount has surpassed 240 billion won. The company said it diversified its global business portfolio by adding local operations in Japan and China, brand distribution, and the beauty segment to cross-border commerce centered on its global store.
The Musinsa global store, launched in Sep. 2022, has grown by an average of threefold annually and has become a key driver of the global business. Musinsa Store currently showcases about 4,000 K-fashion brands in 13 regions. Including local online channels such as Zozotown in Japan and Tmall in China, the cumulative number of products sold has exceeded 3 million.
Japan is the market where growth is most pronounced. In 2025, the transaction amount in Japan increased 145% from a year earlier, and in Oct., monthly transactions surpassed 10 billion won for the first time.
Global growth is also accelerating in the beauty category following fashion. Musinsa Beauty is expanding its scope beyond Asia to North America, led by its own brands, and in 2025 its overseas transaction amount in beauty rose 161% from a year earlier.
Musinsa plans to expand its footprint this year into Southeast Asia with Japan and China as the two main pillars. In Japan, a Tokyo pop-up store will be held in Apr., and a Musinsa offline store will open in the second half.
In China, following Nanjing East Road in Shanghai in Mar., additional stores will open in Xinliu Bai and Hangzhou in the first half. The company also plans to push ahead step by step with entries into major Southeast Asian countries, including Thailand, Vietnam, and Indonesia.