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Musinsa opens 1st overseas store in Shanghai
Musinsa Standard Parkson Shanghai which opened in China, Sunday / Courtesy of Musinsa
By Ko Dong-hwan
Major fashion platform Musinsa on Sunday opened its first offline store outside Korea in Shanghai, as part of its brick-and-mortar market expansion across China.
Musinsa Standard Parkson Shanghai, spanning two aboveground floors and totaling 1,421 square meters, is located on Huaihai Road — one of the city’s busiest commercial districts, with an average daily footfall of 500,000 people. The store offers close access to South Shaanxi Road Station, which connects to three subway lines, providing convenient accessibility for visitors.
The company selected Shanghai for its role as a trend-setting hub for young consumers and a key driver of China’s fashion and retail market.
Leveraging the store’s strategic location, Musinsa plans to expand its market presence across China. After analyzing local fashion trends and environmental factors, the company curated an assortment of seasonal products targeting young consumers.
Moving away from conventional category-based displays, the store has adopted mood- and theme-based zoning that presents styling proposals ranging from classic to casual and modern. Inside a glass showcase on the second floor is the City LeHooded Light Down Jacket, one of the company’s most popular items in China, which sold out within a minute on the Chinese e-commerce platform Tmall, according to the company.
Lightweight down jackets, a popular trend in China, are showcased inside a glass-walled showroom at Musinsa Standard Parkson Shanghai, Sunday. Courtesy of Musinsa
People noticed the store’s design just as much as how the products were adapted to fit local tastes. Reflecting young Chinese shoppers’ evolving consumption habits, the store features a Live Room — a transparent glass studio where visitors can take photos or stream live online. The company said the feature aligns with China’s “daka” culture, in which young people document themselves at trendy venues and public spaces.
Musinsa expects the Live Room to encourage digital content creation and sharing, keeping visitors in the store longer and encouraging them to return.
“Musinsa Standard Parkson Shanghai is a forward operating base for expanding our offline business in China," a Musinsa official said.
"By closely analyzing local customer data, we plan to broaden our region-specific product lineup, introduce China-exclusive collections, and build a differentiated competitive edge for Musinsa Standard in the Chinese fashion market."