SEOUL, June 27 (AJP) - Foreign customer transactions at Musinsa Empty Seongsu, the high-end fashion concept store operated by South Korean fashion platform Musinsa, surged 61 percent in the first half of 2025 compared to the same period last year, the company announced on Friday. International visitors now account for approximately 56 percent of total offline sales at the Seongsu location, Seoul's iconic hipster district, highlighting the store as a must-visit fashion destination for global tourists.
The dramatic increase in foreign customer traffic reflects Musinsa Empty's growing reputation as a destination for experimental designer brands from both South Korea and abroad. Analysis of offline sales data from January to June 23 shows foreign customers generating more than half of the total revenue, with the actual figure potentially higher when considering visitors who did not claim tax refunds. The store's location in the fashion and entertainment district, near Seoungsu Station Exit 3, has made it easily accessible to foreign tourists exploring the area's industrial-chic shopping scene.
Exclusive collaborations and pop-up stores have been key drivers attracting foreign customers to the concept store. Notable brands, including Charles Jeffrey Loverboy, Marine Serre, and Grouse, have used Musinsa Empty as a platform to reach Korean and international audiences. Korean designer brand Stand Oil's exclusive collection and pop-up store collaboration with Musinsa Empty drew particular attention, with foreign tourists comprising more than half of the customers during the pop-up period.
The store continues expanding its international appeal through strategic brand partnerships and exclusive releases. Musinsa Empty is currently featuring a collaboration between South Korean designer brand Ojos and Hunter through July 3, with customers purchasing rain boots at the pop-up store being offered complimentary rain ponchos on a first-come basis. The collaboration launch has generated significant interest, with long queues of customers waiting outside the Seongsu store.
A Musinsa representative told AJP that social media platforms, including TikTok and Instagram, have been crucial in spreading the word about the store among international visitors. "Foreign customers often discover us through social media, and our standalone building location near Exit 3 makes us naturally visible to tourists," the representative explained.
The official noted that while specific nationality breakdowns for Musinsa Empty aren't available, overall Musinsa store data shows customers from approximately 100 countries, with Chinese and Japanese visitors leading Asian customer segments, while American and European visitors are also increasing. "Foreign customers now represent about half of our Seongsu store customers, and this trend continues growing," the representative added, emphasizing the store's role as a platform for discovering and nurturing niche fashion brands both domestically and internationally.
reporter
Candice Kim
candicekim1121@ajupress.com
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