S.Korea's Musinsa promotes domestic fashion brands in Tokyo

South Korea's e-commerce fashion platform Musinsa announced on Friday that it opens a K-fashion brand pop-up store in Tokyo's Harajuku until April 16.

In the pop-up store, which was set up to promote domestic brands in Japan, recently popular brands such as Kijun, Amomento and 2000 Archives will participate.

There is also a space where visitors can check out Korea's lifestyle trends.

There will be a photo booth where people can take pictures with the girl group New Jeans, who are also brand ambassadors for Musinsa, and limited edition goods produced in collaboration with Musinsa will be unveiled, as well as introducing popular donut brand Knotted from Korea.

On the previous day, members of New Jeans participated in a pre-event, adding to the excitement.

Musinsa established Musinsa Japan in 2021 to help Korean domestic brands enter the Japanese market.

"This pop-up store will be an opportunity to introduce Korea as a new and attractive content to the Japanese fashion market," said Huh Cheol, Musinsa's global head.

Write to Jiyoon Yang at yang@hankyung.com