Musinsa's "2026 Musinsa Tokyo pop-up store," underway in Tokyo, Japan, is drawing crowds and proving a hit from its early days.
According to Musinsa on the 14th, the pop-up that opened on the 10th at "Media Department Tokyo" in Shibuya, Tokyo, surpassed a cumulative 13,000 visitors in just three days after opening.
Advance reservations for visits before the official opening topped 20,000. Of these, 70% were Gen Z in Japan, applying from across the country including Tokyo as well as Kansai, Chubu, Kyushu and Hokkaido.
About 80 domestic brands took part in the pop-up. The number of customers who visited on opening day and then purchased products through the global store application (app) roughly doubled compared with last year's pop-up.
Data-driven curation content is resonating with local consumers. Popular brands and products introduced through the "trend ranking" section, which reflects the previous week's sales in the Musinsa Global Store's Japan region, are drawing attention.
Collaboration spaces that reflect localization elements are also increasing visitors' dwell time. The styling zone featuring six Japanese influencers led to higher sales of the outfits on display, and the limited menu created in collaboration with the Japanese raw-doughnut brand "I'm Donut" sold out every day.
A Musinsa official said, "This pop-up is the result of synergy between product planning and content composition based on data from Japanese consumers," adding, "We will continue to support raising participating brands' local recognition and expanding the influence of K-fashion during the remaining period."