[DigitalToday reporter Daegeon Seok] Musinsa said on Nov. 9 it has opened 100 new stores in five years since it opened its first store in 2021, including 93 in South Korea and seven overseas. The 100th store is 'Musinsa Beauty Seongsu', which will open in Seongsu-dong, Seoul on Nov. 11. Including four Champion stores for which it took over operating rights in 2025, the number of stores it operates totals 104.

Musinsa opened 1 store in 2021, then 6 in 2023 and 31 in 2025, it said. This year it has opened 40 new stores through its 100th store, increasing outlets at a pace of about 1 every 8 days. If it opens additional domestic and overseas 'Musinsa Standard' stores and six 'Musinsa Kicks' stores by year-end, new stores this year will total 46 and the number of stores in operation will reach 110.

According to Musinsa, visitors to 75 domestic stores rose 92 percent from a year earlier. Visitors rose 84 percent at eight 'Musinsa Store' outlets and 49 percent at 'Musinsa Standard' stores. Foreign customers accounted for 52 percent of orders at three 'Musinsa Store' locations in Seongsu, Hongdae and Myeongdong, while foreign customers accounted for 42 percent at 'Musinsa Standard' stores in the same commercial districts. Cumulative visitors have surpassed 100 million.

'Musinsa Standard' opened stores in major cities including Seoul and the surrounding metropolitan area, as well as Changwon, Cheonan and Gwangju, centered on department stores and complex shopping malls. 'Musinsa Store' added specialty outlets such as 'Musinsa Beauty', 'Musinsa Kicks' and 'Musinsa Bag & Cap Club' at key commercial hubs. It opened 15 locations this year and entered Gyeonggi and Incheon for the first time. '29CM' entered the Seongsu and Seoul Forest area with 'Igu Home' and 'Igu Kids' and operates eight stores since its first store opened in June 2025.

Its overseas stores began with two locations in Shanghai last December, and it has added five more locations, including in Shanghai and Hangzhou and in Shenzhen on the 31st of last month, bringing the total to seven. Brands that grew online meet customers at 'Musinsa Store' and 'Musinsa Mega Store', and QR codes in stores link to online purchases. Musinsa also directly operates 17 standalone stores for domestic and overseas brands.

A Musinsa official said, "We have applied the e-commerce DNA built online to our offline business and quickly established ourselves in the offline market with Musinsa's pace and execution." The official added, "Going forward, following China, we will increase overseas stores in Japan and Southeast Asia, and expand the offline model proven in Korea into global markets."