Musinsa, ZOZOTOWN open first Korean offline pop-up in Seoul Seongsu
In short
Musinsa said it will run a “ZOZOTOWN in MUSINSA” pop-up at Musinsa Store Seongsu in Seoul from October 16 to 31, showing products from 15 Japanese fashion brands. An online exhibition on Musinsa's store will run alongside it until November 16. Musinsa said it is the first offline event that Japan's ZOZOTOWN has held in Korea.
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Musinsa said it will run a pop-up store called “ZOZOTOWN in MUSINSA” at Musinsa Store Seongsu in Seoul from October 16 to 31, together with the Japanese fashion platform ZOZOTOWN. The event will feature products from 15 Japanese fashion brands that are popular in Japan, including BEAUTY&YOUTH UNITED ARROWS, SNIDEL and URBAN RESEARCH, according to Yonhap and Maeil Business. Maeil Business also named WYM LIDNM among the participants. [ 1 , 2 ]
Alongside the offline event, Musinsa will hold an online exhibition at its online store until November 16 covering what Yonhap described as the latest Tokyo fashion trends. Maeil Business said the online content and products will cover ZOZOTOWN's popular brands, Japanese influencer styling and Tokyo travel shopping lists, adding that Musinsa plans to keep online sales going after the offline event ends to convert interest in Japanese fashion into purchases. [ 1 , 2 ]
A Musinsa official said the pop-up is the first offline event ZOZOTOWN has held in Korea and is significant because the two companies are extending into Korea a partnership built in the Japanese market. The official said Musinsa will continue to support K-fashion brands entering Japan and pursue further collaborations. [ 1 , 2 ]
Maeil Business reported that the two companies signed a memorandum of understanding for a strategic partnership in December 2024, and that Musinsa opened a “Musinsa ZOZOTOWN store” in Japan in November last year. That store currently offers around 2,000 Korean fashion brands to Japanese consumers, the report said, and the Seoul pop-up reverses the direction by introducing Japanese brands to Korean shoppers. Neither document disclosed commercial terms or sales targets for the collaboration. [ 2 ]
Why it matters
The pop-up extends a partnership between a major Korean fashion platform and Japan's largest fashion platform into the Korean market, after Musinsa opened a store inside ZOZOTOWN in Japan. For Korean readers it points to more Japanese brands entering domestic retail and to a two-way channel for cross-border fashion sales, though neither document gives sales targets or figures.
Key facts
- Musinsa will operate the “ZOZOTOWN in MUSINSA” pop-up at Musinsa Store Seongsu from October 16 to 31, 2026. [ 1 , 2 ]
- Fifteen Japanese fashion brands will be featured, including BEAUTY&YOUTH UNITED ARROWS, SNIDEL and URBAN RESEARCH. [ 1 , 2 ]
- An online exhibition at Musinsa's online store will run until November 16, 2026, covering Tokyo fashion trends, Japanese influencer styling and Tokyo shopping lists. [ 1 , 2 ]
- Musinsa said the pop-up is the first offline event ZOZOTOWN has held in Korea. [ 1 , 2 ]
- Musinsa and ZOZOTOWN signed a memorandum of understanding for a strategic partnership in December 2024, according to Maeil Business. [ 2 ]
- Musinsa opened a “Musinsa ZOZOTOWN store” in Japan in November last year, where it offers about 2,000 Korean fashion brands, Maeil Business reported. [ 2 ]
Confirmed by several sources
Still unclear
- The full list of the 15 participating Japanese brands is not given; only four or five are named in the documents. Both documents name only a few brands and describe the rest only as popular in Japan.
- Commercial terms, sales targets or expected results of the pop-up and online exhibition are not disclosed. Neither document includes figures; Musinsa's stated aim is to link interest to actual purchases.
- The December 2024 MOU and the November opening of the Musinsa ZOZOTOWN store in Japan appear only in the business outlet's report. Single-source detail that the official wire report does not repeat.
What local media are saying
Timeline, local time
- Yonhap publishes Musinsa's announcement of the ZOZOTOWN in MUSINSA pop-up. [ 1 ]
- Maeil Business publishes its report adding the December 2024 MOU and the Musinsa ZOZOTOWN store in Japan. [ 2 ]
- Pop-up opens at Musinsa Store Seongsu and runs through October 31. [ 1 , 2 ]
- Online exhibition on Musinsa's online store runs until November 16. [ 1 , 2 ]