MUSINSA Takes Root in Japan, Matches Last Year's Transaction Volume in 7 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, the transaction volume of its Japan business through the MUSINSA Global Store had already matched last year's full-year total as of last month. Last year's transaction volume rose more than fivefold from 2023, marking average annual growth of 136% over the past three years. In the first half of this year, the number of new members in Japan and transaction volume both more than doubled from a year earlier.
MUSINSA established its first local overseas subsidiary in Japan in 2021 and has since developed the country into a key market. Through its own platform, the MUSINSA Global Store, it has collected customer purchase data while also 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 cultivate 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 appears to be expanding the influence of K-fashion in Japan by securing customer touchpoints nationwide and spreading demand beyond major regions to the rest of the country.
MUSINSA is now expanding into major Asian markets such as China and Southeast Asia, leveraging the overseas business capabilities it has built in Japan. After establishing a local subsidiary in China last year to step up its entry there, 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 company plans to identify customer demand in the early stages, stabilize its distribution network, 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 localized strategies for each region.
A MUSINSA official said, "Japan is entering a phase where the results of years of local business operations are beginning to materialize, and we will sustain that growth momentum to help create an environment where K-fashion can take root overseas."
[email protected] Kang Myung-yeon Reporter