Issue Focus

K-Fashion Races Back to China Through Joint Ventures and Gen Z Appeal

This article reveals how Korean fashion brands are regaining traction in the Chinese market through

localized joint ventures and strong Gen Z fanbases influenced by K-pop culture—offering a blueprint

for cross-border retail expansion in Asia's biggest consumer market.

♦  China Re-Emerges as OpportunityMarket

      • Domestic fashion companies accelerate China market entry amid improved Korea-China relations and

          rising K-fashion popularity among young Chinese

      • MUSINSA Standard’s Tmall flagship store surpassed ₩500 million sales within two weeks with

          1.2 million visitors, over 80% from MZ generation

♦  MUSINSA Leads with Aggressive Expansion Plan

      • Formed joint venture with ANTA Sports opening two Shanghai offline stores this December,

          targeting 100 stores across China within five years

      • Plans first-half 2026 expansion to Nanjing Donglu, Xujiahui, Hangzhou, with Chinese customers

          comprising 32% of domestic store foreign visitors

♦  K-Fashion Icons Expand Offline Footprint

      • Mardi Mercredi opened first store in Shanghai Aug 2023, steadily expanding to Hangzhou, Shenzhen

          and other major cities

      • Marithé François Girbaud launched flagship at Shanghai Xintiandi in July, planning three additional

          stores in Beijing and Hangzhou

♦  Localization Strategy Drives Success

      • K2 Korea’s Eider opened store at Shanghai Global Harbor mall with second location planned in Jilin

          Chaifu Shopping Center

       • Korean apparel exports to China reached $545.56 million in 2023, up 45.4% from 2020’s $375.12 million

           as direct purchases increase

Source

MaeilBusiness Newspaper. (2025. 10. 21)

https://www.mk.co.kr/news/business/11447060