MUSINSA to Expand K-Fashion Sales Channels in Shanghai, China, Supporting 15 Brands

[Financial News] MUSINSA is operating a pop-up store in Shanghai, China, to support the expansion of K-fashion brands into the local market.
According to MUSINSA on the 28th, the MUSINSA Shanghai Pop-up Store 2026 will be held at Jing'an Kerry Centre on Nanjing West Road in Shanghai through November 30. The event is part of the overseas expansion support program for distribution companies organized by the Ministry of Trade and Industry and the Korea Trade-Investment Promotion Agency (KOTRA).
The pop-up features 15 Korean fashion brands, including LOOKAST, LEVAR and TILL I DIE. As of the 21st, just one month after opening, cumulative visitor numbers had surpassed 10,000.
MUSINSA selected the participating brands based on local demand and consumer preferences in China. It is supporting the entire process, from product certifications such as China's national standards (GB standards), which are required for the formal distribution of products in China, to offline sales. The company plans to use data gathered from the pop-up to support the brands' future business activities in China.
Nanjing West Road, where the pop-up is located, is one of Shanghai's leading shopping districts, lined with flagship stores of global brands. MUSINSA expects the event to give small and medium-sized Korean fashion brands an opportunity to meet consumers directly in a key local commercial area.
MUSINSA is also supporting Korean brands' expansion into China through MUSINSA Store Shanghai Anfu Road, which opened last December. It has operated pop-ups for RONRON, SCULPTOR and Stand Oil, and plans to hold a month-long FINDKAPOOR pop-up starting November 30.
A MUSINSA representative said, "We will work to lower the barriers to entering the Chinese market, where interest in K-fashion is high, and turn that interest into tangible expansion of sales channels."
[email protected] Kang Myeong-yeon Reporter