South Korean fashion platform Musinsa will open its 100th store on Wednesday in Seoul, crossing 100 million cumulative physical visits five years after launching its brick-and-mortar operations.

The debut of Musinsa Beauty Seongsu takes the company to 93 domestic stores and seven international outlets. Factoring in four Champion brand stores acquired in 2025, Musinsa operates 104 locations across its wider corporate portfolio.

Domestic store foot traffic across 75 sites increased 92 per cent year on year between January and October. Customer counts at eight flagship Musinsa Store units climbed 84 per cent during the same ten-month window, while visits to the private-label Musinsa Standard chain grew 49 per cent.

International tourists now drive a substantial portion of sales at core Seoul flagships. Foreign credit card transactions accounted for 52 per cent of all purchase orders at Musinsa Store branches in Seongsu, Hongdae and Myeong-dong.

At Musinsa Standard outlets within those same tourist hubs, foreign card payments generated 42 per cent of completed orders. The physical network functions as an offline export channel, converting inbound tourist traffic into cross-border consumers without direct overseas distribution overhead.

Overseas expansion remains focused on mainland China. Musinsa entered the market with two Shanghai stores last December, followed by five additional sites across Shanghai, Hangzhou and Shenzhen this year.

Physical storefronts in mainland China operate alongside the company’s multi-brand digital marketplace, serving as regional customer acquisition nodes. Store additions reached 31 locations in 2025 and 40 units during the current year, covering multi-brand apparel, beauty lines, and curated homeware concepts under the 29CM banner.

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