MUSINSA Targets Gen Z at Harajuku Pop-up in Japan

[Financial News] MUSINSA opened a pop-up store in Tokyo, introducing K-fashion to young consumers in Japan.
According to MUSINSA on the 1st, 62% of visitors to the "MUSINSA STATION in Harajuku" pop-up, held from the 21st to the 30th of last month, were Gen Z consumers aged 14 to 29. Among them, those aged 20 to 24 accounted for the largest share at 30%. MUSINSA recreated Seongsu-dong in Seoul, where fashion, beauty and food and beverage stores are clustered, inside the pop-up space.
Demand for K-fashion also drove traffic to MUSINSA's global store. During the pop-up period, new memberships in the Japan region of the global store jumped 302%. The purchase conversion rate rose 7% from last year's pop-up. Transaction value for the 73 brands that participated in the pop-up more than tripled from the same period a month earlier.
The event was supported by the Ministry of Trade and Industry and the Korea Trade-Investment Promotion Agency (KOTRA) under their program to help retailers expand overseas. Of the brands that took part, 20 brands, or 27%, entered Japan's offline market for the first time through the pop-up. Their transaction value grew 270% from the same period a month earlier.
Earlier, MUSINSA expanded its local touchpoints by opening a pop-up in Shibuya in April. It is also scheduled to open another pop-up in Osaka on the 23rd of next month.
A MUSINSA official said, "This pop-up was designed so Japanese customers could experience K-fashion more comfortably through collaboration with local partners such as ZOZOTOWN," adding, "We will continue to create diverse opportunities based on our understanding of the Japanese market and customers."

[email protected] Kang Myeong-yeon Reporter