Musinsa will set up a branch in Taiwan and open 15 stores there over the next five years, moving to target both online and offline channels at the same time. The plan is to speed up the global expansion of K-fashion through a direct-entry approach. Musinsa said on the 8th that it has established a Taiwan branch and begun laying the groundwork for business expansion. It is the third overseas branch after Japan and China.
Behind selecting Taiwan as a launchpad are its high economic growth rate and a data-verified preference for K-fashion. Sales from Musinsa Global Store in Taiwan more than doubled on average annually for three years from 2023 through last year. Demand is also clear, as Taiwanese ranked in the top three by country among foreign tourists who visited the Musinsa Store in Korea and Musinsa Standard stores last year.
To ensure a stable initial entry, Musinsa will create a dedicated Taiwan team and push a refined localization strategy. By analyzing foot traffic and consumption characteristics by major commercial district, the company plans to expand offline touchpoints centered on its in-house brand "Musinsa Standard." Musinsa Standard is a leading Korean basic casual brand that has grown on reasonable prices, trendy designs, and high product completeness. The company plans to accelerate its business by strengthening a brand experience that links online and offline, with a goal of opening 15 stores over five years.
A Musinsa official said, "The establishment of the Taiwan branch is part of a roadmap to solidify Musinsa's influence in the global fashion market," adding, "We will lead the global spread of K-fashion based on platform-driven data competitiveness and online-offline operating capabilities."