MUSINSA Gains a Foothold in Japan... Matches Last Year’s Transaction Volume in Seven Months

[Financial News] MUSINSA is accelerating its expansion into the Asian market, building on the performance of its Japan business, its first overseas market.
According to MUSINSA on the 27th, transaction volume in Japan on the MUSINSA Global Store from January to July this year rose 142% from a year earlier. By July, cumulative transaction volume in Japan had already matched last year’s full-year level. Last year’s transaction volume was more than five times higher than in 2023, marking average annual growth of 136% over the past three years. In the first half of this year, the number of new members and transaction volume in Japan both more than doubled from a year earlier.
MUSINSA established its first local overseas subsidiary in Japan in 2021 and has since nurtured it as a key market. Through its own platform, the MUSINSA Global Store, the company collects customer purchase data while continuously operating pop-up stores in major areas such as Tokyo to introduce K-fashion brands. It has also focused on improving shopping convenience by linking offline experiences to online purchases and strengthening local logistics infrastructure.
Its efforts to develop the Japanese market are showing results. The 'MUSINSA Tokyo Pop-up Store 2026,' held in April, drew customers from all 47 prefectures across Japan. The company is seen as expanding the influence of K-fashion in Japan by securing customer touchpoints nationwide and spreading demand beyond major regions to the entire country.
Based on the overseas business capabilities it has built in Japan, MUSINSA is expanding into major Asian markets such as China and Southeast Asia. After establishing a local subsidiary in China last year to begin its entry in earnest, it has also been working since last month with leading distributors in Southeast Asian countries including the Philippines, Indonesia, Vietnam and Malaysia to advance the offline business of Musinsa Standard. The plan is to identify customer demand in the early stages, stabilize the distribution system and then build business models tailored to each region.
MUSINSA plans to open its first offline store in Tokyo next year and speed up its expansion in Japan. In China and Southeast Asia, it will focus on establishing a foothold in the market through localization strategies tailored to each region.
A MUSINSA official said, "Japan is seeing its long-running local business begin to deliver results in earnest, and we will continue the growth momentum while creating an environment where K-fashion can take root overseas."

[email protected] Kang Myung-yeon Reporter