Musinsa said Thursday that its combined offline sales to foreign customers reached an all-time high during the Japanese and Chinese holiday periods from late April through early May.
According to Musinsa, foreign customer sales at its 12 globally oriented stores — including Musinsa Standard and Musinsa Store locations — rose more than 30% from the previous week during the overlapping Japanese Golden Week (April 29-May 6) and Chinese Labor Day (May 1-5) holidays from April 29 to May 5. Combined sales at Musinsa Standard Seongsu and Musinsa Store Seongsu, which have emerged as must-visit shopping destinations for foreign tourists in the Seongsu area, jumped 41% during the same period.
Foreign customers accounted for 53% of sales at the 12 globally oriented Musinsa stores during the holiday period, surpassing domestic customers. Musinsa Store Myeongdong had the highest share of foreign customers, with more than 70% of total sales coming from international shoppers. Foreign sales also exceeded 60% at Musinsa Kicks Seongsu and the Hongdae branch.
Musinsa said the traffic boost was driven by foreign tourists visiting its stores to experience Korean trends and lifestyles. Timed to the holiday period, Musinsa is offering discounts and point rewards from April 29 to May 10 at 15 stores nationwide in partnership with Zozotown, Japan's largest fashion platform. The company also ran an instant discount coupon event for Chinese tourists through a partnership with WeChat Pay.
"Global customers with strong interest in K-fashion and beauty flocked to Musinsa's offline stores during the overlapping holidays in Korea, China and Japan," a Musinsa official said. "We will strengthen differentiated marketing and curation that connects online and offline channels so that foreign tourists can experience Korea's most trendy fashion culture through Musinsa."
