MUSINSA STANDARD, Ranked No. 1 SPA Brand by Korean Gen Z, Sees Sales Grow Sixfold in Japan

Sales in the Japanese market for MUSINSA STANDARD, a modern basic casual brand developed by South Korea's leading fashion platform MUSINSA, have expanded sixfold year-on-year.

Currently, MUSINSA STANDARD continues to grow solely through online channels, including the Japanese version of the cross-border e-commerce site "MUSINSA Global Store" and the "MUSINSA ZOZOTOWN Store" within ZOZOTOWN, achieving significant results without physical retail locations. Given this success, the company is now considering opening physical stores in Japan.

MUSINSA STANDARD is a leading SPA brand in South Korea that has gathered support, particularly among consumers in their 20s, as the "SPA brand I most want to purchase." Leveraging the brand power cultivated in the Korean market, it is accelerating its global expansion.

Over 7 out of 10 Korean Gen Z Consumers Say They Want to Buy It - A Leading SPA Brand in Korea

In April 2026, MUSINSA commissioned the Korean consumer data platform "Open Survey" to conduct an "SPA Brand Preference Survey" targeting 800 men and women aged 19-29 who had purchased SPA brand products within the past six months.

According to the survey results, MUSINSA STANDARD recorded 71.5% in the category of "SPA brand I want to purchase in the future," placing it 1st among the 14 brands surveyed. This indicates that strong brand loyalty has been built among Korean youth in their 20s and suggests high potential for future growth.

It also ranked 1st in the following items:

- "SPA brand that currently feels like it is leading trends in Korea": 44.9% (approx. double the 2nd place brand)
- "Image of a representative Korean SPA brand": 49.5%

In a simultaneous satisfaction survey, it ranked 1st in all items on a 5-point scale, including "Best reflects current Korean fashion trends" (4.06 points) and "Best suited for my age group" (4.24 points).

Why It Attracts Korean Youth: High-Sensitivity Fit and Styling Based on Basics

The background to MUSINSA STANDARD's overwhelming support among Korean youth in their 20s and its rapid growth in the Japanese market lies in the brand's approach to the concept of "basic."

MUSINSA STANDARD focuses on naturally incorporating sophisticated fits and silhouettes that reflect contemporary trends into basic wear. Its greatest strength is its ability to function as a "deciding factor for styling"; despite the items appearing simple, the completeness of an outfit changes the moment they are worn. Its positioning of providing highly sensitive basic wear at a reasonable price range captures unmet consumer needs precisely.

Furthermore, MUSINSA STANDARD has established a unique position as an SPA brand that most accurately and speedily reflects the Korean fashion trends popular in Japan. By naturally weaving the contemporary tide of Korean fashion into basic items, rather than focusing solely on timeless classics, it continues to create "clothes people most want to wear now." The fact that Korean youth recognize the brand as "best embodying the 'now' of Korean fashion" is creating a unique positioning in the Japanese market.

Accelerating Offline Expansion: Expanding Store Networks in Korea and Globally, with Japan in Sight

MUSINSA STANDARD is rapidly expanding its offline store network. As of May 2026, it operates 40 stores nationwide in South Korea, enhancing its presence as a fashion hub supported by Korean youth in their 20s, centered around major commercial districts in Seoul (Myeong-dong, Hongdae, Seongsu, etc.). A model that seamlessly connects online-built brand awareness with experiences in offline stores has already been established.

Overseas expansion is also accelerating. Since 2025, it has opened 4 stores in Shanghai, China, starting full-scale offline operations in the global market. While increasing touchpoints for overseas consumers to experience the brand directly, the company is accumulating store operation know-how tailored to the characteristics of each market.

Note that Japanese people account for the highest proportion (18%) of foreign customers at stores in South Korea (as of March 2026), and those in their 20s and 30s account for over 70% (20s: 43%, 30s: 28%) of the age distribution (as of January 2026). Opportunities for Japanese youth visiting Korea to engage with the brand in its stores are steadily expanding.