Which Korean Fashion Brands Sold Best in Japan This Summer? MUSINSA's Summer Sale Ranking

ILLIGO (Iligo)

The Korean fashion platform MUSINSA (Musinsa), one of Korea's representative unicorn companies and a globally recognized fashion platform, held its summer mega-sale event "MONSTER SALE" from June 14 to 24, 2026. During this period, the gross merchandise volume (GMV) in Japan surged 4.6 times compared to the same period last year. Globally, the cumulative GMV exceeded four times that of the previous year's event. On the final day, June 24, the daily transaction value reached approximately 320 million KRW (about 330 million JPY), setting a new record for the highest single-day sales since the launch of its global store. Japan recorded the highest GMV among the 13 regions where MUSINSA operates its global store, solidifying its position as a key market.

Based on actual purchase data from Japan during this sale period, MUSINSA has released category-specific rankings for fashion and beauty.

* Rankings and growth rates are based on purchase data within Japan during the sale period (June 14–24, 2026).

◾️ Women's Fashion TOP 5

Rank

Brand

Best-selling Item

1

ILLIGO (Iligo)

129 Logo Patch T-shirt Black Dot

2

MUCENT (Museont)

Luvrits Mini Heart Logo Round Neck Crop Short Sleeve T-shirt

3

MUSINSA STANDARD WOMAN

Women's Pinstripe Deep Tuck Wide Slacks (Grey)

4

MATIN KIM (Matin Kim)

HALF SHIRRING RIBBON ROUND BAG IN BLACK

5

FANCY CLUB (Fancy Club)

Baywatch Crop T-shirt (Mint)

ILLIGO (Iligo) / 129 Logo Patch T-shirt Black Dot

ILLIGO claimed the top spot in women's fashion. Known for integrating graphic art and typography into fashion, the brand features diverse artworks that reinterpret culture—such as music and film—with a unique sensibility. It is also popular among Korean idols. This culturally rich design approach resonated strongly with Japanese customers, propelling ILLIGO to the top of the rankings during this sale.

◾️ Unisex TOP 3

Rank

Brand

Best-selling Item

1

AAKAM (Akam)

Flare Cargo Pocket Pants (Black)

2

MUSINSA STANDARD

Regular Crop T-shirt

3

BAUF (Bauf)

B Logo Slim-fit T-shirt (Dot Ivory)

AAKAM (Akam) / Flare Cargo Pocket Pants (Black)

AAKAM took first place in the unisex category, which includes items suitable for all genders. MUSINSA STANDARD, known for its basics, is also steadily gaining popularity in Japan.

◾️ Rising Brand: "FLAREUP" — Synergy Between Online and Offline Through Pop-up

FLAREUP

FLAREUP, a women's fashion brand promoting pure minimalism, made its first offline market entry in Japan through the "2026 MUSINSA Tokyo Pop-up Store" in April 2026. Customers who experienced the brand's aesthetic firsthand at the pop-up store continued purchasing online afterward. As a result, during this sale—about two months later—its GMV in Japan grew approximately 7.7 times compared to the same period last year. Items such as the "Layered Bustier T-shirt" gained popularity during the sale, clearly demonstrating a synergistic effect where offline exposure drove sustained online sales.

◾️ Beauty TOP 5

Rank

Brand

Best-selling Item

1

JUNG SAEM MOOL (Jeong Saem Mool)

Essential Skin Nude Longwear Cushion

2

Beplain (Beplain)

Green Bean Pore Low-pH Cleansing Foam

3

VODANA (Vodana)

Glow 40mm Wave Iron Powder Pink

4

ODDTYPE (Oddtype)

Un-Sin Balloon Tint

5

PICCASSO (Piccasso)

FB11 Spatula Brush + Makeup Brush Cleanser

JUNG SAEM MOOL (Jeong Saem Mool) / Essential Skin Nude Longwear Cushion

◾️ Comment from MUSINSA Representative

"During this sale, we were particularly impressed by how Japanese customers broadly embraced Korean brands—not only trending items popular on Instagram and social media, but also everyday basics. The strong post-pop-up support for a relatively new brand in Japan like FLAREUP shows that customers are beginning to enjoy Korean fashion based on the products themselves, not just brand names. Moving forward, MUSINSA will continue creating opportunities for Japanese customers to discover diverse Korean brands."

(Kang So-hyeon, Manager, Global Commerce Marketing, MUSINSA)

◾️ About MUSINSA

MUSINSA (Musinsa) is a leading fashion platform from Korea, recognized globally as one of Korea's pioneering unicorn companies. Centered around its core service "MUSINSA STORE," the company also operates "MUSINSA STUDIO," a co-working space supporting fashion startups, among other services. MUSINSA STORE launched its global store in 2022 and currently serves 13 regions worldwide, including Japan. Built on a unique ecosystem integrating fashion, community, and commerce, MUSINSA is driving the global expansion of Korean fashion and fostering the creation of new cultural trends.