Musinsa has expanded its Southeast Asia market foothold to Vietnam. Musinsa on Aug. 21 signed an exclusive distribution agreement with ACFC (Au Chau Fashion and Cosmetics Co., Ltd.), an affiliate of Vietnamese distribution company Imex Pan Pacific Group (IPPG), and formalised its entry into the Vietnamese market.

Vietnam is its third Southeast Asia base after the Philippines and Indonesia. Musinsa said it is continuing its expansion into major Southeast Asian countries by working with top local distribution partners in each market to build business models tailored to regional characteristics. The two companies completed the contract in July and will develop local business for the Musinsa Standard brand under the agreement.

IPPG is a large distribution company that operates more than 100 global brands and more than 1,200 stores across Vietnam. Its affiliate ACFC has a portfolio of 28 global fashion brands and operates more than 280 stores. Musinsa plans to boost Musinsa Standard's local competitiveness based on ACFC's brand operating experience and distribution know-how.

Musinsa's global store transaction value in Vietnam rose by an average of about 40 percent a year over the three years from 2023 to 2025. Musinsa plans to link demand built up online to offline channels to expand brand touchpoints.

Musinsa plans to open stores in major Vietnamese regions including Ho Chi Minh City and to advance its product lineup and marketing based on customer response. Louis Nguyen (루이스 응우옌), managing director at ACFC, said, "Based on our understanding of the local market and distribution and operating capabilities built up over many years of developing global fashion brands, we will ensure Musinsa Standard presents a new fashion choice that matches the tastes and lifestyles of Vietnamese consumers."

Woonsik Choi (최운식), Musinsa's chief brand officer, said, "By combining ACFC's expertise in successfully developing global fashion brands with Musinsa's K-fashion competitiveness, we will provide Vietnamese customers with a differentiated brand experience and further solidify our business foundation in Southeast Asia."