SEOUL, May 09 (AJP) - South Korean fashion platform Musinsa saw its offline sales from foreign tourists reach a record high during the recent "Northeast Asian Golden Holiday," as Japanese and Chinese vacation periods coincided to drive a surge in inbound shopping.
According to data released by the company on Friday, sales from foreign customers at 12 of its global-focused stores—including Musinsa Standard and Musinsa Store—rose more than 30 percent between April 29 and May 5 compared to the previous week. The period saw a rare overlap of Japan’s Golden Week (April 29–May 6) and China’s Labor Day holiday (May 1–5).
The growth was most pronounced in Seoul’s Seongsu district, a rising shopping hub for international tourists. Combined sales at the Musinsa Standard Seongsu and Musinsa Store Seongsu boutique surged 41 percent week-on-week, fueled by an influx of overseas visitors.
For the first time, foreign nationals accounted for more than half of the total revenue at these 12 strategic locations, reaching 53 percent of the total sales mix. The Musinsa Store in Myeongdong recorded the highest international presence, with over 70 percent of its revenue generated by foreign shoppers. Other locations in Hannam, Hongdae, and Seongsu also reported foreign sales shares exceeding 60 percent.
Industry analysts attribute the performance to a growing global preference for K-fashion and beauty, coupled with Musinsa's curation of local brands that appeal to independent travelers seeking "hip" South Korean lifestyle experiences. To capitalize on the holiday peak, the platform partnered with Japan’s largest fashion platform, ZOZOTOWN, and China’s WeChat Pay to offer targeted discounts and point-based incentives.
“The alignment of major holidays in Korea, China, and Japan drew a concentrated number of global customers to our offline spaces,” a Musinsa official said. “We plan to continue strengthening our online-to-offline marketing and curation to ensure international tourists can experience the latest South Korean fashion trends.”
The company is currently running its "On & Off Festival" across all offline locations through May 10, offering exclusive discounts to both domestic and international shoppers.
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