Musinsa is accelerating the expansion of its global business, including China and Southeast Asia, as its Japan business continues to grow.
Musinsa said on the 27th that transaction value in Japan on its global store reached last year's full-year level in about seven months this year. It achieved the transaction scale recorded over one year last year five months earlier this year.
Recently, Japan transaction value has shown steep growth. Last year, the global store's Japan transaction value increased more than fivefold compared with 2023. The three-year compound annual growth rate recorded 136%. In the first half of this year, both new member sign-ups and transaction value more than doubled from a year earlier.
Musinsa has gradually expanded its Japan business since establishing the local subsidiary Musinsa Japan in 2021. Through its own platform, the global store, it secured local customers and purchase data while running pop-up stores that introduced K-fashion brands in key areas such as Tokyo. It connected offline experiences online and also focused on strengthening local logistics infrastructure.
The local customer base in Japan is spreading nationwide beyond major cities. Following buyers on the global store last year, the "2026 Musinsa Tokyo Pop-up Store" held in April drew visitors from all 47 prefectures in Japan.
Musinsa is accelerating its push into China and Southeast Asia based on the business capabilities it has built in Japan. In China, it launched operations last year by setting up a local subsidiary. Since last month, it has been promoting the offline business of Musinsa Standard by partnering with local distribution companies in major Southeast Asian countries, including the Philippines, Indonesia, Vietnam, and Malaysia.
Musinsa plans to open an offline store in Tokyo, Japan, next year. A Musinsa official said, "With the opening of the store, we will continue the current growth trend while expanding K-fashion touchpoints in China and Southeast Asia through localization strategies tailored to each market."