Korea’s children’s wear market grows despite low birthrate

(Musinsa)

South Korea’s children’s fashion market is expanding despite a prolonged low birthrate and weak domestic demand, leading fashion companies to broaden kids lines and increase their offline presence.

According to industry sources on Thursday, Musinsa Co. will open a standalone offline store for its private label, Musinsa Standard, at One Grove in Magok, western Seoul. The store will include a dedicated space for its children’s clothing line, Musinsa Standard Kids.

Magok, a growing business district, has a concentration of office complexes and large residential developments.

Musinsa said the store layout was designed to accommodate family shoppers and a wider range of kids products.

Demand for Musinsa Standard Kids has increased alongside the company’s offline expansion. Musinsa opened new stores last year in locations including Ulsan, Songdo, Ilsan, Gangdong and Anyang. Offline sales of the kids line rose about 6.7 times in 2025 from a year earlier.

(29CM)

Separately, 29CM, an online fashion platform operated by Musinsa, entered offline retail in August last year with the opening of a kids-focused store, 29CM Kids Seongsu. Transaction value in 29CM’s kids category rose 70 percent in the month following the store’s opening from the previous month.

Topten Kids, a children’s clothing brand operated by Shinsung Tongsang Co., recorded sales exceeding 100 million won ($68,260) within 10 days of opening at Starfield Village Unjeong, which opened in December last year. The brand expanded its baby line at the location.

Established fashion companies are also expanding kids lines as part of broader family brand strategies.

LF introduced a new kids lineup under its flagship brand Hazzys beginning with the 2025 fall-winter season.

“Although the number of children is declining, spending per child is rising, with parents placing greater emphasis on brand, design and functionality,” said an industry official.