Musinsa Surpasses 10 Billion KRW in Combined Online and Offline Transactions Within 100 Days of Entering China

100,000 Cumulative Visitors in Just 20 Days After Store Opening
Store Launch Drives Online Sales Surge from 500 Million KRW in September to 4.4 Billion KRW in December

Musinsa announced on January 9 that after ramping up its business in the Chinese market, both transaction volume and visitor numbers have risen rapidly, with the combined online and offline cumulative transaction volume surpassing approximately 10 billion KRW. This milestone was reached within 100 days of entering the Chinese market (from September 19 to December 27), and as of December 31, the cumulative transaction volume stood at 11 billion KRW.

This achievement was largely driven by the synergy between online and offline channels. Musinsa's first overseas stores-Musinsa Standard Shanghai Huaihai Baixing Store and Musinsa Store Shanghai Anfu Road-surpassed a combined total of 100,000 cumulative visitors within just 26 days of opening, including the trial operation period, as of December 31. During the same period, offline transaction volume reached 1 billion KRW.

100,000 cumulative visitors within 20 days of offline store opening. Provided by Musinsa.

The company is also gaining attention in the online market. The total transaction volume for Musinsa Standard and Musinsa Store on Tmall expanded more than ninefold, from approximately 500 million KRW in September to 4.4 billion KRW in December. Following the opening of the Shanghai stores in December, the combined transaction volume across online channels reached its highest level to date.

In particular, after the opening of Musinsa Store Shanghai Anfu Road, the transaction volume of the Tmall Musinsa Store more than doubled (up 107%) from the previous month, setting a new monthly record. More than 85% of buyers were Millennials & Gen Z consumers, indicating that the offline shopping experience among young, trend-sensitive Chinese consumers interested in K-fashion is translating into online purchases.

The product strategy linking online and offline channels is also generating clear synergy. Musinsa Standard's best-selling "City Leisure Hooded Light Down Jacket" ranked first in sales at the Tmall Musinsa Standard flagship store, and also secured the top spot in offline stores based on sales volume.

Visitors at Musinsa Standard Shanghai Huaihai Baixing Store.

Musinsa plans to accelerate the expansion of its offline business and build on its initial success. First, the company will open an additional store in Shanghai's Nanjing East Road Shinsegae Xinwan Center (formerly Shinsegae Daimaru) in March, and in the first half of the year, it intends to expand its presence to cities outside Shanghai, such as Hangzhou. In the mid- to long-term, Musinsa aims to increase the number of stores in China to more than 10 by 2026, and to open a total of 100 stores by 2030.

A Musinsa representative stated, "Musinsa was able to achieve meaningful results in a short period by implementing locally tailored strategies for store openings and product assortments, based on sophisticated data analysis of the Chinese market." They added, "Going forward, we will further enhance our integrated online and offline operations based on the consumption trends of China's Millennials & Gen Z, who are highly interested in K-fashion, and establish a sustainable growth model in the Chinese market."