#Japan #Tokyo #K-fashion #MUSINSA

MUSINSA's Remarkable Expansion in Japan

The Korean fashion platform MUSINSA has reported a remarkable fivefold growth in transaction volume in Japan for October 2025 compared to the same month last year. This astonishing achievement marks a significant milestone as MUSINSA continues its evolution from a sneaker community to a leading fashion platform in Korea.

From October 3 to October 26, 2025, MUSINSA hosted the MUSINSA TOKYO POP-UP STORE in Shibuya, Tokyo, showcasing a diverse range of brands from emerging Korean designers to established labels. The store offered a unique experience with real fitting opportunities and engaging brand stories, attracting over 82,000 visitors in just 24 days.

What set this pop-up apart was its Online to Offline (O2O) strategy, enabling visitors to access the online store directly from the venue. This seamless integration created a natural pathway from in-store experiences to online purchasing, significantly enhancing both usage and transaction volume for the brand. This trend suggests that Korean fashion is shifting from being a novelty experience in Japan to becoming a more commonplace style choice.

With the establishment of the MUSINSA SHOP within ZOZOTOWN on November 6, along with plans for offline pop-up stores in 2025 and 2026, MUSINSA is committed to enhancing its brand distribution and logistical network. This will facilitate a smoother, more interconnected shopping experience, blending online and offline interactions effectively.

Highlights from MUSINSA TOKYO POP-UP STORE 2025

The event featured over 80 brands, from popular Seoul-based designer brands to rising stars endorsed by MUSINSA. While online purchasing is prevalent among younger consumers in Korea, the Japanese market still shows a high demand for offline shopping experiences. Understanding these market dynamics, MUSINSA localized its strategies to allow Japanese consumers to experience Korean fashion and beauty brands first-hand.

Visitors were given a chance to try products from a range they were familiar with online but had little opportunity to interact with physically. This facilitated a deeper understanding of the materials, silhouettes, and the stories behind these brands, significantly increasing online purchasing behavior following the event.

The results during the pop-up event were striking: participating brands saw a 3.5-fold increase in transaction volume on the MUSINSA Global Store compared to the previous month. Notably, 13 brands newly introduced to the Japanese market recorded an extraordinary 244% increase in transaction figures. One standout, the women's brand ASON, which exudes a casual yet vibrant aesthetic, achieved over 400% growth in transactions.

The Growth of MUSINSA Global Store

In addition to the impressive increases in performance for individual brands, MUSINSA Global Store overall has grown by approximately 400% in transaction volume in the Japanese market. On a global scale, the number of members and purchasing customers has doubled compared to the same period last year, surpassing 5 million monthly active users (MAU). This indicates that the interest in Korean brands is evolving from a trend-based consumption to sustained purchasing behavior.

In Japan, four Korean brands achieved monthly sales surpassing 500 million won, marking a pivotal transition. Brands that were primarily online now see enhanced recognition and engagement through offline interactions. Brands such as LOW CLASSIC Lc, RONRON, YOUHEE, CRANK, and FENNEC, which MUSINSA has been nurturing in the Japanese market, recorded triple-digit growth rates since the previous month.

MUSINSA's O2O Strategy

The O2O strategy employed during the pop-up allowed visitors to seamlessly connect their in-store