"Not Just Olive Young?" MZ and Foreign Visitors Flock... 70,000 Daily at This Hotspot

Musinsa Standard draws 20 million visitors this year
"Number of visitors up 2.3 times"
7 out of 10 foreign customers are Millennials & Gen Z
Synergy created through online and offline integration

Musinsa's private brand (PB), Musinsa Standard, announced on November 17 that its offline stores attracted 20 million visitors from January to October this year.

This figure represents the combined number of visitors to Musinsa Standard's 30 offline stores nationwide. On a daily average, approximately 70,000 people visited Musinsa Standard stores across the country each day.

Exterior view of Musinsa Standard Seongsu Store.

Compared to the same period last year (January to October 2024), the number of Musinsa Standard stores increased from 16 to 30, nearly 1.9 times more. The number of visitors surged by 2.3 times. Taking into account the upcoming renewal and expansion of the first Musinsa Standard store in Hongdae later this month, as well as new store openings, the annual number of visitors in 2025 is expected to surpass 25 million.

In October alone, Musinsa Standard achieved a record monthly high of 3.25 million visitors. The popularity of this season's trend-leading "city leisure" lightweight padding and the large-scale discount event "25FW Super Sale" played a significant role. By store, locations in major shopping malls and department stores, such as Lotte World Mall Jamsil, Lotte Department Store Pyeongchon, and Starfield Suwon, ranked among the top in attracting customers.

Synergy effects between online and offline stores have also emerged as Musinsa Standard expands its physical locations. An analysis of Musinsa Store membership data shows that, from January to October 2025, the number of new members who joined via QR codes in Musinsa Standard stores nearly doubled, increasing by 97% compared to the same period last year.

Interest from foreign tourists was also high. In October, the total sales to foreigners at the three Seoul locations-Myeongdong, Seongsu, and Hannam-increased by approximately 49% compared to the same month last year. By age group, visitors in their 20s accounted for the highest proportion at 37%, and when combined with teenagers and those in their 30s, Millennials & Gen Z customers made up over 70% of the total.

A Musinsa Standard representative stated, "By securing competitiveness in fashion through trendy product planning and reasonable pricing, and by strengthening the brand experience offline with a diverse lineup including beauty, home, and kids products, we have received a strong response from customers." The representative added, "In 2026, we plan to further expand our offline stores in key domestic and international commercial districts to enhance Musinsa Standard's brand competitiveness even further."