Matin Kim, Musinsa partner up for Japan expansion

South Korean fashion brand Matin Kim, a major name in “K-fashion,” is set to enter the Japanese market in partnership with Musinsa, the country’s largest fashion platform. Matin Kim’s parent company, Hago Haus, and Musinsa announced a distribution partnership agreement on Tuesday, giving Musinsa exclusive rights to handle all aspects of Matin Kim’s marketing, promotions, and store operations in Japan for the next five years through 2029.

Matin Kim plans to open its first standalone store in Tokyo’s prime retail district in the first half of 2025. The brand intends to expand across Japan and aims to open 15 stores within five years.

Matin Kim previously sold its products online through Musinsa’s global store, which offers delivery to 13 countries, before solidifying plans to enter Japan officially via this new partnership. The company also opened its first standalone store in Hong Kong in October.

Musinsa has actively invested in promoting Korean fashion’s presence in the Japanese market after establishing its Japanese subsidiary, Musinsa Japan, in 2021. Musinsa and Matin Kim will tailor their strategy to Japanese consumers, analyzing local purchasing patterns and trends to introduce localized products that appeal to Japan’s fashion-forward audience.