Korean fashion platform Musinsa announced on Wednesday that its in-house casualwear brand, Musinsa Standard, is experiencing rapid international growth, fueled by soaring global sales.
According to Musinsa’s analysis of online and brick-and-mortar transactions in 2025, sales across its global platforms operating in 13 regions surged by 162% compared to the previous year, demonstrating strong international demand for Musinsa Standard.
Foreign customers significantly contributed to sales at the brand’s physical stores in South Korea, with spending from international shoppers exceeding 15 billion won ($10.2 million) last year.
This growth is largely attributed to fashion-conscious younger consumers; approximately 80% of Musinsa Standard buyers, originating from over 130 countries, belong to the Millennial and Gen Z demographics (aged 16-45).
Stores situated in popular tourist destinations reported particularly robust foreign sales.
The Myeong-dong flagship store saw the highest proportion of international customers at 55%, followed by Hannam (44%), Seongsu (42%), Hongdae (40%), and Gangnam (15%) locations.
In terms of nationality, Chinese customers represented the largest segment (19%), followed by Taiwanese (18%), Japanese (13%), American (12%), and Singaporean (6%), showcasing the brand’s expanding reach beyond Asia.
Capitalizing on increasing demand from Chinese consumers, Musinsa Standard has reinforced its presence in China by opening two stores in Shanghai.
Musinsa states that this strategy has fostered a beneficial cycle: brand experiences in South Korea encourage store visits in China, while increased brand awareness motivates more tourists to shop at Korean locations.
Looking ahead, Musinsa plans to inaugurate over 20 additional stores this year, bringing the total to approximately 60 locations. The brand also intends to expand into emerging markets, including Southeast Asia and the Middle East.
“Musinsa Standard is solidifying its position as a leading global fashion brand, driven by consumers worldwide – particularly the MZ generation – who are drawn to its strong fundamentals and exceptional product quality,” stated a Musinsa representative.
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