SEOUL, October 27 (AJP) - Breaking into the global mainstream has long been a challenge for Korean fashion labels. Yet the rise of social media—coupled with the global influence of K-pop stars and K-dramas—has propelled a new wave of brands such as Matin Kim and platforms like Musinsa to the forefront of the international fashion scene, celebrated for their blend of style, affordability, and authenticity.
Matin Kim, which this month made its debut on Amazon following successful offline launches in Japan, Hong Kong, and Taiwan, has been invited as an official merchandise partner for this week’s Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju.
It marks the first time a fashion label has joined heavyweight corporate names such as Samsung Electronics as an APEC sponsor—symbolizing K-fashion’s elevation from niche trend to cultural emblem.
“Matin Kim’s inclusion as an APEC corporate partner proves that K-fashion is no longer just a trend—it’s a new cultural code,” said brand operator HAGO HAUS in a statement.
Founded in 2015 by then 23-year-old blogger-turned-designer Kim Dain, Matin Kim began as a blog shop reselling clothes from Seoul’s Dongdaemun market with less than 30,000 won in capital.
By harnessing real-time online feedback, the brand pivoted to original design production in 2016 and incorporated as a company in 2018. It quickly went viral among Gen Z consumers for its minimalist, wearable designs.
A 2021 investment from fashion venture firm HAGO LNF allowed Matin Kim to systemize production and distribution, expanding into premium retail spaces such as The Hyundai and online through Musinsa, while also collaborating with Levi’s and Asics. Annual revenue surged from 5 billion won in 2019 to over 100 billion won by 2024.
Musinsa, the e-commerce platform that discovered and incubated emerging Korean labels including Matin Kim, has itself evolved into a global gateway for K-fashion.
Cross-border transactions in Japan jumped more than 120 percent this year, with growing demand also from the United States and Southeast Asia. The platform now hosts more than 400 domestic designer brands and ships to over 200 countries.
Still, whether K-fashion can match the resilience of established designer houses or withstand the volatility of fast-fashion consumers remains uncertain.
Most Korean brands operate on limited production cycles and rely heavily on domestic logistics, making it difficult to compete with European luxury groups on scale or pricing.
Ultimately, Matin Kim’s APEC debut and Musinsa’s overseas momentum will test whether K-fashion can translate cultural buzz into sustained economic influence and build long-term global retail and production networks.
reporter
Candice Kim
candicekim1121@ajupress.com
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