SEOUL, December 19 (AJP) - South Korean fashion platform Musinsa has opened its first overseas multi-brand store in Shanghai on Friday, marking a strategic push to expand its offline presence in China’s rapidly shifting fashion retail market.
The new store, located on Anfu Road — one of Shanghai’s most influential fashion districts — brings together 59 brands across three floors, including 44 Korean designer and accessory labels and a selection of Chinese and global sports brands. The company says the space is designed to act as a hub connecting Korean independent brands with young Chinese consumers, reflecting Musinsa’s broader plan to accelerate overseas expansion.
Anfu Road, often compared to Seoul’s Seongsu-dong, is known for its concentration of flagship stores and high-end boutiques, making it a focal point for trend-conscious shoppers and influencers. Musinsa said the district’s mix of heritage buildings and modern retail aligns with its strategy to position Korean designer brands within culturally resonant urban locations.
The Shanghai store features themed zones to help customers navigate products more intuitively. The first floor will run rotating pop-up concepts, beginning with “Musinsa Closet,” highlighting six Korean labels that have gained traction among Chinese shoppers. The second floor focuses on Musinsa’s curated brand coordination displays, while the third floor includes a “K-pop Zone,” featuring items worn by South Korean idol groups — a nod to local demand for celebrity-driven fashion cues.
The store also incorporates design elements referencing Musinsa’s retail identity, including an artwork wall illustrating its flagship locations in Seoul and dedicated zones for sneakers and headwear.
Musinsa said the Shanghai opening is intended to strengthen its position as a bridge between Korean designers and the Chinese market, adding that additional localized retail strategies are being explored for other major Chinese cities.
reporter
Candice Kim
candicekim1121@ajupress.com
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