Musinsa Megastore Seongsu scores global success... Two out of three customers are overseas tourists
The changes at Musinsa's Seongsu store, which has emerged as a global hotspot
Musinsa said that Musinsa Megastore Seongsu, an offline store it opened in Seongsu-dong, Seoul, in April this year, recorded cumulative sales of 7 billion won and foreign customer purchases of about 3 billion won between April 24 and June 13, the 50-day mark after opening. Foreign purchases accounted for more than 40% of total sales, and the average share of foreign purchases over the most recent seven days, from June 7 to June 13, was 56%. On June 9, the share rose as high as 66%.
Overwhelming global sales figures proven in just 50 days after opening
Since opening, Musinsa Megastore Seongsu has posted explosive growth among both domestic and overseas customers. The key offline and online sales indicators confirmed in the first 50 days are as follows.
| Core significance |
| Established itself as a new landmark in the Seongsu-dong commercial district |
| Accounted for more than 40% of total sales |
| More than half of in-store shoppers were foreign visitors |
| Two out of three shoppers were foreign tourists |
| Proved that offline experiences are leading to online spending |
| The offline store is serving as a key gateway for attracting global members |
The offline store's role as a touchpoint for global customers
Musinsa is running an integrated online-offline marketing campaign to convert foreign tourists who visit Musinsa Megastore Seongsu into members of the MUSINSA Global Store. The program is built around three touchpoints.
MUSINSA Global Store sign-up: Members who sign up on site receive a welcome gift
Passport verification: Customers who verify their passport receive additional discounts
Product QR code scan: Customers can view translated reviews and product information in their own language
Foreign shoppers' baskets are expanding beyond fashion into K-beauty
Sales data by brand also showed strong interest from foreign customers in the beauty category, not just fashion. Musinsa's in-house brand WHIZZY and the color lens curation platform Ponfish saw higher foreign purchases than domestic ones, and were the only beauty brands to rank among the top 10 most popular brands overall. Examples include the fashion and beauty collaboration zone at Musinsa Megastore Seongsu and experiential content such as AR-based lens fitting devices, which have been linked to foreign purchases.
The true value of an experiential store that has become a global gateway
A Musinsa official said, "Musinsa Megastore Seongsu is quickly becoming a must-visit destination for foreign tourists in Korea, offering a one-stop experience of Korean lifestyle, from K-Fashion and K-beauty to K-food and K-pop." The official added, "We will continue to provide Musinsa's unique experiential commerce, expand touchpoints between domestic brands and global customers, and contribute to boosting inbound consumption."
The performance of Musinsa Megastore Seongsu shows how an offline store can function both as a purchase channel for foreign tourists and as a gateway to the online global store. As fashion and beauty experiences are combined with membership sign-up flows in the Seongsu-dong commercial district, domestic brands are expanding their touchpoints with overseas customers.
Who: Musinsa
When: April 24 to June 13, 2026
Where: Musinsa Megastore Seongsu in Seongsu-dong, Seoul
What: Cumulative transaction value surpassed 7 billion won, with foreign customer purchases of about 3 billion won
How: Offline visits are linked to use of the MUSINSA Global Store through welcome gifts, passport-verification discounts, and product QR codes that provide information in the customer's own language
Why: To convert foreign tourists into global customers and expand domestic brands' touchpoints with overseas buyers
Q1. What is the share of foreign purchases at Musinsa Megastore Seongsu?
From April 24 to June 13, 2026, foreign purchases totaled about 3 billion won, accounting for more than 40% of total sales. From June 7 to June 13, 2026, the average share of foreign purchases was 56%.
Q2. How is Musinsa Megastore Seongsu connected to the MUSINSA Global Store?
Musinsa offers welcome gifts to customers who sign up for the MUSINSA Global Store on site and additional discounts to customers who verify their passports. Product QR codes also let shoppers view translated reviews and product information.
Q3. Which beauty brands drew attention at Musinsa Megastore Seongsu?
Musinsa's in-house brand WHIZZY and the color lens curation platform Ponfish drew attention. Both brands saw higher foreign purchases than domestic ones and were the only beauty brands to rank among the top 10 most popular brands overall.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
