As the Myeong-dong commercial district in Seoul shows signs of recovery thanks to a recent increase in foreign tourists visiting Korea, the offline stores operated by Musinsa are also growing quickly.
Musinsa said on the 23rd that visitor numbers this month at its own-brand store, "Musinsa Standard Myeong-dong," have risen 30% from a year earlier.
From the 1st to the 19th, foreigners accounted for 56% of the total transaction amount. The foreign share has steadily expanded, rising from 30% when the store opened in Mar. 2024 to 51% in 2025.
Sales performance also reflected the increase in foreign tourists. During the same period, the foreign customer transaction amount rose 36% from a year earlier, and the number of items sold increased 56%.
In particular, on the 20th–21st, when an influx of tourists concentrated around a BTS concert, the foreign customer transaction amount increased 43% from a year earlier, and foreigners accounted for 64% of all customers.
Musinsa is also continuing to expand additional footholds within the Myeong-dong commercial district. "Musinsa Store Myeong-dong," a fashion select shop that opened on Jan. 30, has more than 110 brands, with over 80% of them domestic brands.
On the weekend of the 20th–22nd, the foreign customer transaction amount at Musinsa Store Myeong-dong increased more than 20% compared with the same days a week earlier (the 13th–15th).
A Musinsa official said, "As tourist inflows expand and interest in Korean fashion grows, more foreign customers are visiting Myeong-dong," adding, "We plan to expand touchpoints with global customers centered on offline stores and contribute to revitalizing the commercial district."