'Global Playground for Millennials & Gen Z' Musinsa Standard... Overseas Sales Surge 162%

Foreign Customer Sales at Domestic Stores Surpass 15 Billion Won... Global Demand Expands
Focus on Popular Districts Like Myeongdong and Seongsu
Over 20 New Stores to Open This Year

The casual brand 'Musinsa Standard', operated by Musinsa, is rapidly increasing its presence in overseas markets and emerging as a global brand.

An analysis of Musinsa Standard's domestic and international online and offline sales data from last year shows that demand from overseas consumers has grown significantly. In 2025, Musinsa Standard's transaction volume at global stores operating in 13 regions worldwide increased by 162% compared to the previous year. Sales to foreigners at domestic stores also surpassed 15 billion won, indicating a notable expansion in tourist-driven purchases.

Customers shopping at Musinsa Standard IPark Mall Yongsan Branch. Musinsa

This growth trend has been particularly pronounced among younger consumers. Last year, Musinsa Standard stores welcomed customers from more than 130 countries, and around 80% of both online and offline buyers were Millennials & Gen Z. Analysts attribute the formation of a global fandom not only to the brand's competitive pricing and reliable product quality, but also to its marketing strategies leveraging brand ambassadors, which have captured the attention of young consumers worldwide.

Sales ratios were especially high in business districts frequently visited by foreign tourists. The foreign customer sales ratio was highest at the Myeongdong store (55%), followed by Hannam (44%), Seongsu (42%), Hongdae (40%), and Gangnam (15%). In terms of customer origin, the largest shares came from China (19%), Taiwan (18%), Japan (13%), the United States (12%), and Singapore (6%), demonstrating increasing interest not only in Asia but also in the North American market.

As the proportion of Chinese customers increased, Musinsa Standard strengthened its local strategy by opening two stores in Shanghai, the largest fashion market in Asia. A virtuous cycle is emerging, where customers who have experienced the brand in Korea revisit stores in China, and conversely, rising local awareness leads to more visits to Korean stores.

Building on this momentum, Musinsa is planning to accelerate its offline expansion. This year, the company aims to establish a network of 60 stores by adding more than 20 new locations across major business districts in Korea and overseas, and has a strategy to further expand into new markets such as Southeast Asia and the Middle East.

A Musinsa official stated, "We are enhancing brand recognition among Millennials & Gen Z worldwide, thanks to designs that focus on the basics and strong price competitiveness," adding, "We plan to increase global customer touchpoints by expanding our offline presence, particularly in major Asian cities."

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