Musinsa Becomes a Must-Visit for Foreign Tourists in Korea... Sales Surge During Northeast Asia Golden Holiday

Foreign Customers Account for 53% of Sales at Global Flagship Stores

Offline stores operated by Musinsa have emerged as a must-visit shopping destination for foreign tourists visiting Korea during the so-called "Northeast Asia Golden Holiday," which overlaps with Japan's Golden Week and China's Labor Day. As a result, sales have seen a significant increase.

According to Musinsa's announcement on May 8, an analysis of 12 Musinsa Standard and Musinsa Store locations—operating as global flagship stores in major shopping districts such as Seongsu, Hongdae, Myeong-dong, Gangnam, Hannam, and Seomyeon—showed that, during the week from April 29 to May 5, when Japan's Golden Week (April 29 to May 6) and China's Labor Day (May 1 to 5) overlapped, sales to foreign customers grew by more than 30% compared to the previous week (April 22 to 28).

Customers shopping at the 'Musinsa Megastore Seongsu,' which opened last April. Musinsa

In particular, the growth of the Seongsu district stores—which have recently become a top destination among foreign tourists—stood out. Combined sales at the Musinsa Standard Seongsu location and the Musinsa Store Seongsu select shop surged by over 41% during this period compared to the previous week, driven by the influx of foreign visitors.

During the holiday period, the share of foreign customers in total sales at the 12 global flagship stores operated in tourist districts reached 53%, surpassing sales to domestic customers. Notably, at "Musinsa Store Myeong-dong," which recorded the highest proportion of foreign customers, over 70% of total sales came from foreign shoppers. Foreign customer sales at Musinsa Store Seongsu, Musinsa Standard Hannam, and Musinsa Kicks Seongsu and Hongdae locations also accounted for more than 60% of total sales.

A Musinsa representative stated, "During the period when major holidays in Korea, China, and Japan overlapped, global customers with a strong interest in K-fashion and beauty flocked to Musinsa's offline stores." The representative added, "We will continue to strengthen differentiated marketing and curation that connects online and offline channels, so that foreign tourists can experience Korea's trendiest fashion culture through Musinsa."

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