Average Daily Transaction Value at Musinsa Store Jumps 219%
Musinsa Standard Up 132%
Local Brand Awareness Grows Through Expansion into China
Enhanced Payment Convenience for Overseas Customers Creates Synergy
During the Lunar New Year holiday, the biggest holiday season in China, Musinsa saw a sharp increase in sales to Chinese tourists at its offline stores in Korea. Market watchers say this reaffirms Musinsa's position as a "must-visit K-fashion shopping destination."
On February 25, Musinsa announced the results of its analysis of purchase data during this year's Lunar New Year holiday period (February 15 to 23), based on a comparable seven-day span from the previous year (January 29 to February 4, 2025). The combined transaction value from Chinese customers at Musinsa Store and Musinsa Standard locations jumped 173% year-on-year. The upward trend was also clear on a daily average basis, which accounts for the difference in the number of holiday days. The average daily transaction value at Musinsa Store and Musinsa Standard increased by 219% and 132%, respectively.
This performance is seen as the result of Musinsa's growing global brand awareness and enhanced shopping convenience for Chinese customers. The company recently entered Shanghai successfully, increasing its visibility and recognition locally, which is analyzed to have translated into more store visits and purchases by Chinese tourists visiting Korea. In addition, targeted Lunar New Year promotions linked with major Chinese payment methods such as Alipay+ and WeChat Pay significantly improved on-site payment convenience, which in turn helped drive sales.
Musinsa Standard showed particularly strong growth centered on its five foreigner-focused stores (Gangnam, Myeong-dong, Seongsu, Hannam, and Hongdae), while sales to Chinese tourists at the Seomyeon store in Busan increased by more than 70% compared with the previous Lunar New Year period. This indicates that demand for the brand is expanding nationwide, from major commercial districts in Seoul to regional flagship stores.
By product category, spring outerwear suitable for the transitional season accounted for a high share of sales. In particular, items such as the "Synthetic Suede Work Jacket" and the "City Leisure Hooded Light Down Jacket" gained popularity among young Chinese consumers who value both practicality and style.
A Musinsa official said, "The results of this Lunar New Year season demonstrate a virtuous cycle in which the brand awareness we have built up locally since opening our Shanghai store is translating into actual purchases by tourists visiting Korea," adding, "We will continue to expand our global touchpoints and, through Musinsa's unique product curation, further strengthen our role as a K-fashion hub where overseas customers can discover Korean fashion trends faster than anywhere else."
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