Musinsa’s first Tokyo pop-up store attracts over 10,000 visitors in 3 days

Musinsa logo [Courtesy of Musinsa]

Musinsa, a South Korean fashion platform, has achieved a significant milestone as its first pop-up store in Tokyo surpassed 10,000 visitors, the company said on Monday. The startup has been focusing on the Japanese market lately as it sees a growing number of young consumers interested in K-fashion and contents.

Musinsa has been running a pop-up store in Harajuku, Japan’s fashion capital, since last Friday. The pop-up store has drawn many visitors, including Japanese fashion enthusiasts and tourists. The number of visitors between April 7 and 9 reached 11,400. On April 9 alone, more than 5,000 people visited the pop-up store.

Due to the high turnout, Musinsa implemented a mobile check-in system to limit the number of visitors per hour. The maximum number of visitors allowed per hour was 800 during the last weekend.

The pop-up store features 22 Korean small-scale brands such as AMOMENTO, THUG CLUB, 2000 Archives, and Kijun, most of which were only sold domestically.

The event, which is a part of Musinsa’s plan to expand its presence in the neighboring country, also aims to provide a platform for Korean fashion brands to reach out to a global audience, with a theme of ‘Start from Seoul, First in Tokyo.’

Popular K-pop group NewJeans participated in the pre-event as ambassadors on Thursday to promote the event.

Musinsa’s recent efforts to expand its business in Japan with small Korean fashion brands have been successful.

MARDI MERCREDI, one of the brands in collaboration, achieved sales of 30 billion won ($22.8 million) in just one year. Other brands like ROMANTIC CROWN, 87MM, and typeservice are on track to penetrate the Japanese fashion market.

The Tokyo event will last until April 16. Musinsa plans to open additional pop-up stores in Japan in the second half of this year.