Musinsa said on Jan. 26 it will open Musinsa Store Myeongdong, an offline select shop, on Jan. 30 in the Myeongdong commercial district of Seoul's Jung-gu area.

The store spans a total of 992 square metres, from basement level 1 to the third floor. Musinsa set more than 80 percent of about 110 brands in the store as domestic brands, reflecting the district's heavy inflow of foreign tourists. At the Musinsa Standard Myeongdong store, which is already in operation, about 55 percent of total transaction value last year came from foreign customers.

Brands at the store include first-time offline entrants such as Midnight Move, As You Are and Overdue Flare, as well as Musinsa popular brands such as Nice Ghost Club and Badblood. All products have QR codes, applying an O4O (Online For Offline) system that links online member pricing and allows customers to check real-time inventory and reviews.

Each floor will operate themed curation zones. In particular, basement level 1 will be specialised as BAG&CAP CLUB, focusing on accessories such as bags and hats with strong demand from foreign customers.

Musinsa will also run opening promotions. Through a Badblood pop-up store until Feb. 12, it will showcase 26SS new products, and visitors to 9 partner stores nearby, including restaurants and cafes, will receive a 20 percent discount benefit usable at the Myeongdong store until Feb. 22.

A Musinsa official said, "The Myeongdong store will become a key hub introducing K-fashion brands to domestic and overseas tourists," adding, "Through promotions in collaboration with the local commercial district, we will establish it as Myeongdong's fashion hub."