Musinsa Signs MOU with Seoul Metropolitan Government to Create Corporate Companion Garden, Accelerating Seoul Forest Project

Musinsa is accelerating its "Seoul Forest Project," which aims to turn the Seongsu-dong area into a global fashion mecca by creating a garden in Seoul Forest that embodies the identity of K-fashion.

Musinsa announced on the 11th that it had signed a business agreement with the Seoul Metropolitan Government on the 10th at Musinsa Seongsu N1 in Seongsu-dong, Seoul, to create a corporate companion garden for the "2026 Seoul International Garden Expo."

Kim Younghwan, Director of the Garden City Bureau of the Seoul Metropolitan Government (left), and Lee Seungjin, Vice President of Musinsa (right), are posing for a commemorative photo on the 10th after signing a business agreement to create a corporate companion garden for the 2026 Seoul International Garden Expo. Photo by Musinsa

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The signing ceremony was attended by Musinsa Vice President Lee Seungjin and Kim Yeonghwan, Director of Seoul's Garden and City Bureau, who pledged mutual cooperation for the successful creation and operation of the garden.

Musinsa is the only K-fashion brand company to participate in the "2026 Seoul International Garden Expo," which will be held in Seoul Forest from May 1 to October 27, 2026. Within the expo, Musinsa will create a corporate companion garden of approximately 560 square meters (about 170 pyeong) in the "K-Culture Special Brand Zone."

The space will feature a differentiated "K-fashion garden" that incorporates Musinsa's brand logo, signature colors, and planning capabilities. In particular, the garden will not be dismantled after the expo ends; instead, ownership will be transferred to the Seoul Metropolitan Government. It will remain as a permanent garden in Seoul Forest and be used as a sustainable resting space for citizens.

This garden project is meaningful in that Musinsa is contributing to the expansion of urban green spaces as part of its ESG-driven management. By creating an eco-friendly garden, Musinsa aims to fulfill its corporate social responsibility while providing visitors with a unique brand experience where nature and fashion come together, thereby strengthening its connection with the local community.

Synergies are also expected with the "Seoul Forest Project" that Musinsa is currently pursuing. Musinsa has been working to establish a sustainable commercial district model based on public-private cooperation, for example by transforming idle spaces around Atelier-gil in Seoul Forest into K-fashion hubs.

Using the Seoul Forest garden as a starting point, Musinsa plans to draw domestic and international K-fashion fandoms visiting Seongsu-dong into garden culture. Through this, the company aims to take the lead in revitalizing the local economy by establishing a new landmark that connects the commercial districts of Yeonmujang-gil and Atelier-gil in Seoul Forest.

A Musinsa official said, "We are pleased to join hands with the Seoul Metropolitan Government to participate in the creation of the Seoul Forest garden," adding, "We expect Musinsa's 'Seoul Forest Project' and this garden to generate synergy and offer domestic and international visitors unique experiential content where fashion culture and nature coexist."

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