"82,000 Visitors in 3 Weeks"... Musinsa Successfully Wraps Up Tokyo Pop-up Store

Up to 5,000 Visitors Per Day, Long Lines Every Day
Brand Transaction Volume Tripled During Pop-up Period

Musinsa announced on October 28 that a total of approximately 82,000 people visited the 'Musinsa Tokyo Pop-up Store 2025,' which was held in Shibuya, Tokyo, Japan, over a period of 24 days from October 3 to 26.

The pop-up store attracted an average of about 3,000 visitors on weekdays and more than 4,000 on weekends, as Japanese consumers flocked to experience popular Korean fashion brands firsthand. In particular, on October 13, the number of visitors exceeded 5,000 in a single day, highlighting the enthusiastic response at the venue.

Visitors exploring the Snap Archive Zone at the 'Musinsa Tokyo Pop-up Store 2025.' Provided by Musinsa.

Even before opening, the pop-up store drew local attention by showcasing campaign videos on large digital billboards at key locations throughout Shibuya. Musinsa targeted the Shibuya Scramble Crossing, a core commercial area with a high concentration of Gen Z visitors who enjoy fashion and culture, simultaneously launching five signage advertisements and filling the main streets with posters. As a result, advance reservations surpassed 10,000, and long lines formed from the very first day of opening.

This level of interest translated into strong performance for the global store. During the pop-up period, the transaction volume for participating brands increased more than 3.5 times compared to the same period in the previous month. The success was largely due to the O4O (Online for Offline) strategy, which seamlessly connected online and offline experiences. The pop-up space was designed so that local customers, after discovering brands in person, would move to the global store application to browse product reviews and information, ultimately leading to purchases. This conversion of offline experiences into actual sales significantly boosted both brand awareness and transaction volume for partner brands.

In particular, 19 brands-including Musent, Akam, Illigo, and Crank-recorded transaction volumes in the hundreds of millions of won during the event, thanks to strong interest from local consumers. Thirteen brands that entered the Japanese market for the first time through this pop-up saw their transaction volumes surge by 244% compared to the same period in the previous month. The women's fashion brand Asone achieved more than fourfold growth in transaction volume over the previous month, marking a successful debut in the Japanese market.

Additionally, the pop-up store exhibition and online showcase, themed 'Digging Seoul,' proved popular as well. The displays, which reinterpreted the atmosphere of Seoul's major hotspots such as Seongsu, Myeongdong, Hannam, and Hongdae, resonated with Japanese Millennials & Gen Z consumers who favor trendy Korean styling.

A Musinsa representative stated, "This year's Tokyo pop-up store attracted not only local customers but also a significant number of distribution buyers and brand representatives from department stores and select shops, confirming the high level of interest in K-fashion in the Japanese market." The representative added, "We will continue our global activities in conjunction with the online store to ensure that Japanese customers' interest in Musinsa partner brands does not end as a one-time event."