2024 K-Tourism Roadshow Participation
Held at Huashan 1914, Taipei from 6th to 8th
Musinsa announced on the 11th that it participated in the '2024 K-Tourism Roadshow' held in Taiwan with a Musinsa Zone popup, confirming the growth potential of K-fashion.
The 2024 K-Tourism Roadshow is an event hosted by the Korea Tourism Organization. It was held from the 6th to the 8th at 'Taipei Huashan 1914,' a representative art and culture complex space in Taipei, under the theme 'Korea Flex.' Targeting Taiwanese youth who are highly interested in K-culture such as K-pop, dramas, food, beauty, and fashion, more than 30 organizations and companies participated to showcase various aspects of Korean culture including entertainment, shopping, food, and sightseeing.
Young customers flocked to the Musinsa Zone popup at the 2024 K-Tourism Roadshow held in Taiwan, creating a great success. [Photo by Musinsa]
Musinsa was the only Korean fashion company to open the 'Musinsa Zone' and meet Taiwanese customers. Considering that nearly 20% of foreign visitors to domestic Musinsa Standard stores are Taiwanese nationals, a popup event focusing on Musinsa Standard was prepared.
During the three-day Musinsa Zone popup, popular men's and women's products from the modern basic casualwear brand Musinsa Standard were introduced. Not only representative items such as leather jackets, slacks, and blazers but also casual essential items like denim, sweatshirts, and chino pants were exhibited, attracting attention. Trendy K-fashion items such as crochet knits, parachute pants, and work pants were also showcased.
The event was a great success, with over 30% more Taiwanese customers visiting the Musinsa Zone than initially targeted. As a result, Musinsa Global's transaction amount in Taiwan increased by 68% on average per day during the popup period. Notably, visits from female customers highly interested in K-culture and fashion stood out. Over 80% of the transaction amount from the Musinsa Standard special exhibition on the Musinsa Global Store during the event period came from women's products.
Musinsa also held an event offering separate prizes to customers who verified their membership on the Musinsa Global app, receiving a high level of response. Influenced by this Musinsa Zone popup, the number of new sign-ups on the Musinsa Store Global during the event period increased more than tenfold compared to the previous week.
A Musinsa representative said, "We are pleased to have attended an event where various K-cultures can be enjoyed, representing the K-fashion industry and introducing Musinsa Standard to young Taiwanese in their teens and twenties." They added, "We will continue to strive to promote various styles of K-fashion to Taiwanese consumers, led by Musinsa Standard."
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