Musinsa is making a full-scale entry into the Philippine market, where demand for K-fashion has increased, backed by a local partner. Musinsa said on Tuesday it signed an exclusive distribution agreement with ACX Holdings, a retail affiliate of the Ayala Group, the Philippines’ largest company.

ACX Holdings is the retail arm of the Ayala Group, which leads key Philippine industries such as real estate, finance, telecommunications and energy. It is responsible for global brands’ entry into and operations in the Philippines and runs businesses across areas including distribution, groceries, wholesale and lifestyle. Under the agreement, Musinsa will join as ACX Holdings’ partner in the fashion segment.

The Philippines is a key consumer market in Southeast Asia with a population of more than 110 million. Its share of young people is high, and demand for K-fashion has also steadily increased on the back of the spread of the Korean wave through K-pop and K-dramas. Transaction value from the Philippines on the Musinsa global store rose by an average of about 50 percent a year over the three years from 2023 to 2025.

Musinsa plans to expand offline channels in stages based on ACX Holdings’ distribution infrastructure. It will open the first Musinsa Standard store at Glorietta mall in Makati, Manila, in the second half of this year, and then broaden its presence to major commercial districts.

A Musinsa official said, "The Philippines is a strategic market with strong growth potential, with high interest in Korean fashion brands centered on young consumers." The official added, "Based on close cooperation with ACX Holdings, which has deep understanding of the local market and capabilities in retail operations, we will strengthen Musinsa Standard’s brand competitiveness and provide Philippine consumers with a new K-fashion experience."