SEOUL, June 10 (AJP) - South Korean fashion platform Musinsa on Tuesday unveiled an ambitious international expansion strategy, aiming to position itself as the leading conduit for domestic fashion brands seeking global markets.
At a press briefing held at Dongdaemun Design Plaza in Seoul, CEO Park Jun-mo said the time is ripe for Korean fashion to capitalize on the global popularity of Korean culture. He noted that despite the international success of K-pop, television dramas, and beauty products, Korean fashion has yet to achieve comparable recognition.
“Now is the moment for Korean fashion to make its mark globally,” Park said. “We intend to be the platform that bridges that gap.”
Musinsa’s global store, launched in 2022, is now active in 13 countries and is expected to expand to 14 by the end of the year. The company reported an average annual growth rate of 260 percent in its overseas business, with over 2,000 brands listed and 3 million monthly active users as of April.
The company’s Japan subsidiary, established in 2021, has been a standout performer. Musinsa said brand sales there grew 17-fold between 2021 and 2024, signaling robust regional demand for Korean fashion.
Building on that momentum, Musinsa plans to open physical stores in Japan and China in late 2025 and early 2026, respectively.
To accelerate its expansion, the company is forging partnerships with established regional players, including Zozo in Japan, Anta in China, Central Group in Thailand, and Sharaf Retail in the United Arab Emirates.
“We want to work with the best partners in each region — those who understand their markets better than anyone,” Park said.
To support Korean brands entering foreign markets, Musinsa will roll out a Fulfillment Service in August. The platform will offer end-to-end international logistics, including customs and last-mile delivery, allowing brands to sell globally with minimal friction. In key markets like Japan, the service will deploy inventory in advance, cutting shipping times from one week to as little as one to two days.
“Brands should focus on what they do best — creating great products and stories — while we handle everything else,” Park said.
Musinsa has set a target of reaching 3 trillion won (approximately $2.2 billion) in global transaction volume by 2030, underscoring its long-term commitment to becoming a central player in the international fashion landscape.
reporter
Candice Kim
candicekim1121@ajupress.com
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