At 11 a.m. on the 23rd, Musinsa Megastore Seongsu opened in Seongsu-dong, Seoul. Taking the escalator into the second-floor beauty zone, display stands packed with everything from color cosmetics to skincare, shampoo and perfume appeared. The ranking zone featuring popular products and the test-centered layout brought to mind health and beauty (H&B) stores like Olive Young.
The beauty zone, Musinsa Beauty's first offline store, spans about 150 pyeong and hosts more than 700 brands. Most products are accompanied by testers for trying on the spot. Curations that stood out included the Musinsa Beauty ranking zone, reflecting sales data in three-month intervals, and a dedicated OMuView (Only Musinsa Beauty) section.
A lens corner was also set up. An optician is on site, offering a one-stop service from an eye exam to purchase in one go. Since last year, Olive Young has also been operating lens shops in a shop-in-shop format. One store at Olive Young Seongsu recorded about 2 billion won in monthly sales just two months after opening.
Musinsa Megastore Seongsu, at about 2,000 pyeong, is the largest select shop in Korea on a single-store basis. Spanning basement level one through the fourth floor, the store felt closer to a mixed-use shopping space. It combines fashion with beauty, lifestyle, food and beverage (F&B), entertainment, and experiential content.
In basement level one, coin karaoke booths dubbed "Musingsa" were installed. Visitors can use one song per person after waiting, and on one side, content from collaborations with artists such as idols was on display. A beauty gacha (capsule drawing) and goody bag giveaway event, both tied to purchase thresholds, are also running.
Beyond fashion and beauty, household goods were also brought to the forefront. At Musinsa Standard Home, the private brand (PB), lunch boxes, towels, tissues, hair dryers, and space deodorizers were on display, along with products made in collaboration with LOCK&LOCK Co., Ltd. The store also gathered items popular with foreign customers on the Musinsa global mall.
In the sports category, uniform marking services are offered. When purchasing a specific team or player uniform, for an additional expense you can have the desired name and number added. For now, ahead of the World Cup, the focus is on soccer uniforms, with plans to expand to sports like baseball in future seasons.
The fourth-floor food and beverage (F&B) area consists of booths for food brands sold on 29CM and a food garden. A store of the Oslo-based coffee brand Fuglen has opened, and gourmet brands such as "Jeon-guk Gimbap Ilju" and "Jjwak Jjwak" have also set up shop. The layout features tables and seating for simple meals and breaks, and a glass ceiling to create a sense of openness.
The new Megastore Seongsu is being seen as a concentrated-format store that brings together the brands, products, and content Musinsa has built up. Unlike existing stores that were criticized for lacking differentiation with similar layouts, products and brands, this one attempts change by combining beauty, household goods, and experiential elements.
It is reported that CEO Cho Man-ho toured the store with key fashion brand officials the day before the Megastore Seongsu opened. As Cho has typically kept external exposure to a minimum while focusing on brand touchpoints, this visit is interpreted as a move to strengthen brand cooperation. When the first megastore opened at Yongsan I'Park Mall in Dec. 2025, he was shown guiding HDC Holdings Co. Chairman Chung Mong-gyu through the store.
A Musinsa official said, "Megastore Seongsu is a project that brings together Musinsa's online and offline capabilities," adding, "We will broaden our customer base by reaching beyond the existing teens and 20s to a wide target in their 40s and 50s at home and abroad, and present a new direction for where fashion and beauty retail should go."