Musinsa will open a pop-up store in Tokyo to accelerate its push into the local market.
Musinsa said on the 25th it will run the "2026 Musinsa Tokyo Pop-up Store" at Media Department Tokyo in Shibuya, Tokyo, from Apr. 10 to 26.
The event was planned based on the results of a pop-up store held in Tokyo in October last year. The pop-up, which ran for 24 days, drew more than 80,000 visitors, and participating brands' transaction amounts jumped 3.5 times from the previous month.
About 80 brands will participate in the event and showcase more than 2,400 products. In addition to Akarm, Illigo, and Crank, which have gained recognition in Japan, the lineup includes brands making their first entry into Japan's offline market, such as Dimitri Black, Bad Blood, and Place Studio.
The pop-up space is organized based on purchase data Musinsa has accumulated in Japan. The "trend ranking" corner will reflect in real time the previous day's sales data from Musinsa Global Store's Japan region. In the "influencer styling zone," Japanese influencers will suggest styling that uses Korean brands.
It will also pursue collaborations with local brands. In partnership with Japanese donut brand "I'm Donut," it will sell popular flavors from Korea, and it plans to carry out online and offline promotions linked with ZOZOTOWN, Japan's leading fashion platform.
A Musinsa official said, "This is an intermediate step toward entering Japan's offline market, leading to an Osaka pop-up in the second half and the future opening of a full-fledged store," adding, "Based on consumer indicators secured through pop-ups held in Japan so far, we will support domestic brands' local settlement."