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K-Fashion Boom Among Chinese Gen Z Tourists : MUSINSA Offline Sales Soar

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K-Fashion Boom Among Chinese Gen Z Tourists : MUSINSA Offline Sales Soar
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K-Fashion Boom Among Chinese Gen Z Tourists : MUSINSA Offline Sales Soar

This article spotlights how MUSINSA’s strategic offline expansion leverages K-fashion as a form of

cultural content, turning physical retail into a high-impact channel for tourism and exportready

IP exposure.

MUSINSA's offline stores are showing remarkable performance with Chinese tourists, especially teens and

twentysomethings.

Q2 2025 numbers at "MUSINSA Store Seongsu@Daelim Warehouse" show Chinese spending jumped 257%

from the previous quarter. The Hongdae outlet saw similar success with 180% year-over-year growth in

Chinese transactions in the first half of this year.

Chinese tourists now make up 32% of international customers from over 100 countries, with Japanese

visitors at 27%.

Popular local brands like MARITHÉ+FRANҪOIS GIRBAUD, STAND OIL, and AEAE are driving the trend.

The company plans to expand offline presence across Seoul to capture growing global K-fashion interest.

♦ Offline Retail as a Cultural Gateway

MUSINSA's physical stores became must-visit destinations for young Chinese tourists.

These aren't just shopping spaces – they're immersive K-fashion experiences.

Flagship stores are proving they can function as powerful cultural exports, offering real-world trend

immersion that complements online commerce.

♦ Strategic Localization for Global Tourists

MUSINSA succeeds by strategically choosing locations like Seongsu, Hongdae, and Myeongdong,

and curating products that appeal to international youth. This strategy creates a K-fashion tourism model

that localizes K-culture experiences for key demographics, demonstrating a content-linked and culturally

targeted retail approach.

Source

MaeilBusiness Newspaper. (2025. 7. 22)

Source

MaeilBusiness Newspaper