Musinsa Standard Concludes First Global Order Fair: "Accelerating Expansion in Asia"

Order Fair Held in Seongsu-dong From August 4th to 6th

27SS Collection Unveiled Featuring the "Seoul Standard" Lineup

Musinsa announced on the 11th that its brand "Musinsa Standard" has successfully concluded a global ordering event for overseas buyers, presenting its 2027 Spring·Summer (27SS) season products.

Musinsa Standard hosted the "27SS Global Order Fair" over three days from August 4th to 6th in Seongsu-dong, Seoul. This is the first time Musinsa Standard has invited international buyers to an order fair in Korea. The event was organized not only to showcase the main products for the 27SS season but also to share Musinsa Standard’s direction for brand marketing and design in the coming year.

The event saw the attendance of major buyers from Zozo Town (a leading Japanese fashion platform), China's largest e-commerce platform Tmall, and key buyers from four Southeast Asian countries—Philippines, Indonesia, Vietnam, and Thailand—as well as representatives from Musinsa’s overseas subsidiaries such as Musinsa Japan and Musinsa China.

During the order fair, the "Seoul Standard" collection was unveiled, reflecting Seoul’s lifestyle and fashion trends in the 27SS lineup. The event featured a variety of product ranges, including "City Leisure," which bridges everyday life and outdoor activities, and "Cool Standard," emphasizing comfortable wear, alongside other product lines optimized for the spring and summer seasons.

Musinsa Standard plans to further strengthen its localization strategy for overseas markets based on this order fair. The company aims to refine product planning and assortment for each market by incorporating buyers’ feedback, while accelerating its global expansion by increasing offline touchpoints in China, Japan, and key Southeast Asian markets.

A representative from Musinsa commented, "This order fair is significant in that Musinsa Standard, for the first time, invited buyers from major Asian markets to share product strategies and lay the groundwork for global expansion. Moving forward, we will showcase Musinsa Standard’s unique sense of design and product competitiveness, developed in Seoul, in ways tailored to each market, strengthening our position as a global brand."

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