Seongsu Station renamed Seongsu Musinsa Station

Seongsu Station's new name is seen on this subway marker. Courtesy of Musinsa

Seoul’s trendiest hotspot, Seongsu, has updated the name of its local subway station by adding “Musinsa” to promote the country’s popular fashion shopping platform.

The company said Tuesday that starting Wednesday, the station will officially bear the name “Seongsu (Musinsa)” in both Korean and English. The station will also display the store locations for Musinsa on its station direction signs and notify passengers of the company’s presence as they approach the stop.

In September, Muinsa submitted a bid in an auction held by Seoul Metro, the city’s subway operator, for paid co-naming rights for an initial three-year period, which can be extended for another three years after. The company won the auction for 330 million won ($224,000).

Musinsa said its contribution to Seongsu’s local economy helped secure the naming rights. The company relocated its headquarters to Seongsu in Seongdong District from Gangnam District in 2022.

The company has expanded rapidly since then, with its workforce surging from 500 to 1,800 employees and sales rising from 460 billion won in 2021 to 1.24 trillion won in 2024 — a 170 percent increase. Many of the new hires were Seongsu residents, part of the company’s efforts to bolster the local economy.

Musinsa has also invested heavily in developing the neighborhood into an offline fashion hub. Its retail outlets, including Musinsa Standard Seongsu, Musinsa Store Seongsu, Musinsa Empty Seongsu, 29CM Home Seongsu and 29CM Kids Seongsu, have added diverse fashion, beauty and lifestyle options to the area, along with Sodam Market with Musinsa, a joint initiative with local small and medium-sized businesses.

“After moving to Seongsu, we continued to invest in talent and business operations. This helped attract other K-fashion brands to the area and contributed to the development of the local economy. We will further develop the Seongsu and Seoul Forest areas as the city's key K-fashion hotspots,” a Musinsa official said.