Musinsa Standard is opening its second store in Seoul's Myeong-dong, a popular destination for domestic and international tourists, to target foreign customers. The strategy aims to strengthen content centered on Seoul and expand its position as a K-fashion brand.
On the 8th, Musinsa Standard opened 'Musinsa Standard Myeong-dong Central Store' on Myeong-dong 8-gil. Located in a prime shopping district near Myeong-dong Station, the store spans approximately 500 pyeong across four floors. It offers men's and women's apparel as well as home and beauty products all under one roof.
The Myeong-dong Central Store will debut 'Musinsa Standard Custom Service' for the first time, featuring content inspired by Seoul and Korea. Customers can customize T-shirts using graphics based on Seoul City's urban brand 'Seoul My Soul (SEOUL MY SOUL)' and the character 'Soul Friends,' as well as designs inspired by traditional Korean paintings like 'Hojakdo' (Korean souvenir), along with graphics from domestic designer brands Slacoaster and Lake Studio.
The store will also showcase designs created in collaboration with Seoul's local F&B brands. Logos and signature menus of establishments such as Taegukdang, a confectionery shop established in 1946, Euljiro's Coffee Herbal Pharmacy, and Jongno Naktwon Tteokjip have been rendered into graphics. Musinsa Standard plans to expand its collaboration scope to include various fields such as F&B and characters in the future.
The 26FW campaign 'Seoul, Standard (SEOUL, STANDARD)' will also be unveiled for the first time at the offline store. Campaign images featuring major Seoul landmarks like Namsan Tower are displayed throughout the store, alongside key products including Victoria Wool, City Leisure, and Curved Pants.
Promotions to celebrate the opening are also underway. On the 8th and 9th, a 'Super Bag' consisting of popular items worth 300,000 won will be sold in limited quantities for 49,900 won. 'Daily Specials' and 'Lucky Draw' events will run until the 13th. On the 8th, Seoul City's character 'Soul Friends' will roam around Myeong-dong to gift Musinsa Standard reusable bags.
Musinsa Standard added its second store based on foreign customer demand identified at its existing Myeong-dong location. The plan is to expand touchpoints with foreign customers by introducing not only products but also Seoul's fashion and local content to domestic and international tourists visiting Myeong-dong.
A Musinsa Standard official stated, "Having confirmed high demand from foreign customers at our existing Myeong-dong store, we are opening a second location to expand our business presence in Myeong-dong. By introducing Seoul's fashion and local content together, we aim to establish ourselves as a K-fashion brand that visitors can experience in Seoul."
in LIVING
