Musinsa Megastore Seongsu Becomes a Top K-Brand Destination for Foreigners in 50 Days Since Opening

70 Billion Won in Transactions in 50 Days Since Opening
Foreign Sales Surpass 40% of Total
Over 3 Billion Won in Purchases by Foreign Customers
Driving Growth as a Hub for K-Fashion and K-Beauty Experiences

'Musinsa Megastore Seongsu,' which opened in April, is establishing itself as a leading fashion and beauty shopping destination in Seongsu-dong by attracting foreign tourists.

On June 17, Musinsa announced that the cumulative transaction volume at Megastore Seongsu surpassed 7 billion won over 50 days since its opening (from April 24 to June 13). Of this amount, purchases made by foreigners accounted for approximately 3 billion won, representing more than 40% of the total.

The proportion of foreign customers has continued to rise. During the past week (June 7–13), foreign purchases made up an average of 56%, and on June 9, the rate climbed as high as 66%.

Musinsa is also focusing on connecting foreign customers who visit the Seongsu store to its online platform. During the same period, transaction volume on Musinsa Global Store increased by 81% compared to the same period last year, and the number of new members nearly doubled.

There was strong interest in beauty products as well as fashion across product categories. The share of foreign purchases exceeded that of domestic customers for Musinsa’s own beauty brand ‘Witchi’ and the color contact lens platform ‘Ponfish.’ Musinsa provides product information and reviews in multiple languages in-store and offers AR-based lens trial services.

A Musinsa representative said, “We are linking the brands that foreign customers experience in our offline stores to be available for purchase on the global store as well.”

This content was produced with the assistance of AI translation services.