Musinsa Partners with Philippine Giant 'Ayala' to Expand Southeast Asia Business
Exclusive Distribution Agreement with Ayala Group's ACX Holdings
Full-Scale Launch of Offline Business in the Philippines
Musinsa announced on August 12 that it is partnering with ACX Holdings, the distribution platform of the Ayala Group, the largest and oldest conglomerate in the Philippines with a 190-year legacy, to expand its business in Southeast Asia.
Musinsa and ACX Holdings signed an exclusive distribution agreement on July 17. Through this partnership, both companies plan to gradually expand their distribution channels in the Philippines, including launching offline stores, and to accelerate local business operations.
ACX Holdings is the distribution arm of the Ayala Group, which leads key industries in the Philippines such as real estate, finance, telecommunications, and energy. The company is responsible for the entry and operation of global brands in the Philippines.
With this distribution agreement, Musinsa has newly joined as a fashion sector partner for ACX, which is expanding its portfolio across sectors including distribution, food, wholesale, and lifestyle. Musinsa aims to achieve a stable entry into the local market and swiftly broaden its reach to Filipino consumers by leveraging ACX Holdings’ strong distribution infrastructure and business capabilities.
The Philippines, with a population exceeding 110 million, is a key consumer market in Southeast Asia. It has a high proportion of young people and a steadily growing demand for fashion. Interest in K-fashion continues to rise in line with the popularity of the Korean Wave, driven by K-pop and K-dramas. In fact, transaction volume for the Philippines region on Musinsa Global Store has grown by about 50% annually over the past three years (2023-2025), sustaining this growth trend.
Going forward, Musinsa plans to expand its offline presence in key commercial districts in the Philippines, focusing on the Musinsa Standard brand. In the second half of this year, the first Musinsa Standard store will open in ‘Glorietta,’ a popular shopping mall in Makati, Manila's most vibrant commercial and shopping hub.
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A Musinsa official said, "The Philippines is a strategic market with significant growth potential, as there is strong interest in Korean fashion brands, especially among young consumers. By building a close partnership with ACX Holdings, which has deep local market knowledge and proven retail operation expertise, we will strengthen the Musinsa Standard brand’s competitiveness and deliver new K-fashion experiences to Filipino consumers."
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