Musinsa's online sales in Japan are rising sharply, prompting the South Korean fashion platform to open an offline store in Tokyo next year.
Musinsa said on the 27th that transactions in Japan through its online mall, Global Store, surpassed last year's full-year total in about seven months. The momentum has continued even after Japan sales jumped more than fivefold in 2024 from a year earlier. In the first half of this year, both new member sign-ups and transaction volume in Japan more than doubled from the same period a year earlier. Over the past three years, the Japanese Global Store has posted an average annual growth rate of 136%.
A widening customer base across Japan is supporting the growth. An analysis of customers who made purchases through Global Store last year showed they were evenly distributed nationwide. The 2026 Musinsa Tokyo Pop-up Store, held in April, drew visitors from all 47 prefectures in Japan.
Against that backdrop, Musinsa plans to extend the growth of its Japanese business offline, including by opening a Musinsa store in Tokyo next year.
The move follows a step-by-step expansion of its local operations since Musinsa established its Japanese unit, Musinsa Japan, in 2021. The company has used Global Store to build up Japanese customers and purchasing data while raising brand awareness through pop-up stores for K-fashion labels in Tokyo and other major areas. It has also strengthened local logistics facilities to improve delivery and other aspects of the shopping experience.
"Japan is where results are beginning to materialize in earnest after years of local operations, and the opening of the Tokyo offline store next year will be a chance to sustain that growth," a Musinsa official said. "Building on our capabilities in Japan, we will create an environment where K-fashion can take root in major Asian markets including China and Southeast Asia through localization strategies."
Musinsa set up a Chinese unit last year and has recently been pushing its Musinsa Standard offline business in the Philippines, Indonesia, Vietnam and Malaysia in partnership with local distributors.
