Musinsa said on Thursday its cumulative overseas transaction value reached 240 billion won as of 2025. Since launching its global store in 2022, it has maintained roughly threefold average annual growth and sold 3 million items in 14 regions worldwide.
Musinsa's transaction value in Japan rose 145 percent last year from a year earlier. Demand is spreading beyond major cities such as Tokyo to the rest of the country. The Shibuya store of Matin Kim, for which Musinsa serves as distributor, drew 180,000 visitors after opening in April last year. A store in Shanghai, China, also topped 100,000 visitors within a month of opening, confirming the local response.
Overseas transaction value in the beauty segment also rose 161 percent from a year earlier. Musinsa plans a step-by-step push into Southeast Asia, including Thailand, Vietnam and Indonesia, starting with the opening of a Tokyo flagship store in the first half of this year.
A Musinsa official said, "Based on results in Japan and China, we will expand our reach to Southeast Asia this year and strengthen our role as a global distribution hub for K-fashion."
Seulgi Son
sageson@d-today.co.kr