Musinsa Standard saw rapid growth in global customer demand last year, with foreign customer sales at its domestic stores surpassing 15 billion won.
Musinsa announced on the 11th that transaction volume for Musinsa Standard on its global store, which operates in 13 regions worldwide, increased 162% year-over-year in 2025. Foreign customer sales at domestic Musinsa Standard stores exceeded 15 billion won.
Last year, consumers from approximately 130 countries visited Musinsa Standard stores, with roughly 80% of online and offline purchasers identified as members of the MZ generation. Musinsa attributed the sales growth to a fandom centered on global MZ consumers, built through product competitiveness and brand ambassador-based marketing.
Among domestic stores, the Myeongdong location recorded the highest proportion of foreign customer sales at 55%, followed by Hannam (44%), Seongsu (42%), Hongdae (40%), and Gangnam (15%). By customer region, China accounted for 19%, Taiwan 18%, Japan 13%, the United States 12%, and Singapore 6%, indicating expansion beyond Asia into the Americas.
Noting increased demand from Chinese customers at domestic stores, Musinsa Standard has been opening successive locations in Shanghai, China, to expand local touchpoints. The company explained that a virtuous cycle has emerged, where brand experiences at Korean stores lead to local visits and purchases, while rising awareness in China drives additional visits to domestic stores.
Musinsa plans to expand its offline network at major domestic and international locations this year. The company aims to add more than 20 new stores within the year to reach 60 total locations, with medium- to long-term plans to expand into emerging markets including Southeast Asia and the Middle East.
A Musinsa spokesperson said, "Musinsa Standard is growing with a focus on global MZ customers, built on product competitiveness rooted in fundamentals. We will continue to expand offline stores in key markets to strengthen global customer touchpoints."