Musinsa Standard Opens Fourth Store in Hangzhou, Expanding Beyond Shanghai in China

Accelerating Offline Expansion in Key Urban Centers

Opening on the 28th at the Mega Complex "Hanglung Square"

Operating as a Standard Model Optimized for Chinese Shopping Malls

On April 27, Musinsa announced that it will open the "Musinsa Standard Hangzhou Hanglung Square Store" in Hangzhou, China on the 28th, accelerating the establishment of its offline network.

This store is Musinsa’s fourth location in China. Previously, Musinsa had opened three Musinsa Standard stores in Shanghai only. Hangzhou, known as the "Silicon Valley of China" due to its thriving tech industry, is a strategic location with a young and high-spending consumer base.

Musinsa Standard China 4th Store Hangzhou Hanglung Plaza Branch. Provided by Musinsa

Musinsa Standard’s fourth store in China is located in the heart of Wulin, the area with the highest foot traffic in Hangzhou, within the mega-complex "Hanglung Square," which combines a shopping mall, five office towers, and a luxury hotel. Musinsa plans to use this new store as the operational standard optimized for large shopping malls in China, aiming to accelerate offline expansion in key urban centers by enhancing local customer experience and upgrading service quality.

The store is designed to intuitively convey Musinsa Standard’s brand identity by utilizing dynamic visual content. On the exterior, a 7-meter-wide digital signage and mannequins are installed in alternating arrangements so that the brand’s sensibility is immediately visible from the storefront. Inside, a variety of styling options featuring the 2026 SS (Spring/Summer) season’s signature item, the "City Leisure Windbreaker," are showcased.

A Musinsa representative stated, "Musinsa has successfully established Musinsa Standard as Korea’s leading basic casualwear brand by sequentially targeting key areas in Shanghai," adding, "Hangzhou, as a new regional base, will serve as a test bed to accelerate our expansion across China, and this store will further advance our offline operations."

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