Musinsa opens showroom in Tokyo for S.Korean designers’ brands

South Korea's online fashion platform Musinsa opened a showroom in Tokyo on Thursday targeting fashion buyers, as it aims to introduce domestic designer brands to the Japanese market.

The event featured eight brands on Musinsa's platform – Arch The, Kijun, Projekt Produkt, Recto, Stand Oil, Toe&Taw, Thug Club, Youth – and these brands showcased their 2024 spring/summer collection.

During the event, about 250 buyers from prominent Japanese select shops, including United Arrows, Beams, Nubian, GR8, Great, and major department stores like Isetan and Hankyu, attended, demonstrating considerable interest in South Korean brands.

About 80% of the Japanese shops in attendance will select brands among these and feature in their store from next year

Musinsa's strategic decision to establish the showroom in Tokyo, as opposed to fashion week cities like Paris or Milan, is grounded in its belief that Korean designer brands hold substantial growth potential in the Japanese fashion market.

With a burgeoning interest in K-fashion within the local market, domestic brands are seizing the opportunity to penetrate the Japanese market with full-fledged efforts.

Previously, Musinsa garnered resounding success with its first pop-up store in Tokyo for general customers in April, attracting over 14,000 visitors within a mere three days.

"The showroom was meticulously planned to promote the allure and growth potential of Korean designer brands to major Japanese department stores and influential edit shop buyers, aiming to foster connections within the local fashion market," a Musinsa source said. "Together, Musinsa and domestic brands will propel the reach of K-fashion to greater heights."

Write to Kyeong-je Han at hankyung@hankyung.com