Musinsa's Offline Store Foreign Sales Soar 6 Times... Visitors from 100 Countries

Musinsa Standard’s Offline Select Shops
Foreign Customer Sales Surpass 20 Billion KRW
Driven by Overseas Tourists and Female Shoppers

Last year, sales from foreign customers visiting offline stores operated by Musinsa surged more than sixfold compared to the previous year.

On the 18th, Musinsa announced that the tax-free sales from foreign customers visiting three offline select shops in 2024 (Hongdae, Daegu, Seongsu@Daerim Warehouse) and 19 stores of its private brand (PB) ‘Musinsa Standard’ increased more than six times compared to the previous year, surpassing 20 billion KRW.

This is attributed to the popularity of the select shop ‘Musinsa Store Seongsu@Daerim Warehouse,’ which opened in September last year in Seongsu-dong, Seoul, targeting overseas tourists and female customers.

Last year, foreign customers accounted for 44% of the total transaction amount at Musinsa Store Seongsu@Daerim Warehouse, nearly half. This figure only includes tax-free sales, so the actual proportion is expected to be higher when including customers who did not claim VAT refunds. Domestic designer brands such as the women’s casual fashion brand ‘Fallett’ and the accessory brand ‘STAND OIL’ ranked high in foreign sales.

Among Musinsa Standard offline stores, the combined foreign sales share of flagship stores in Myeongdong, Seongsu, Hannam, and Hongdae exceeded 70%, making them essential shopping destinations.

When classifying foreign tourists by nationality, the number of countries increased to over 100 by the end of 2024, about twice the previous year. Throughout 2024, customers from 90 countries visited Musinsa Store select shops, and overseas tourists purchasing at Musinsa Standard stores came from a total of 136 countries.

A Musinsa representative said, “As interest in domestic fashion brands grows, foreign tourists continue to visit Musinsa offline stores where they can directly experience and purchase products. We plan to expand tax refund machines and foreign language guides to make shopping more convenient for foreign tourists.”

This content was produced with the assistance of AI translation services.