[Professional Institute of International Fashion] Learning South Korean Fashion's Global Expansion and Japanese Market Strategy from MUSINSA

The Professional Institute of International Fashion (PIIF), which fosters talent for the future of the fashion business, regularly hosts special lectures featuring top global creators and industry leaders. Recently, the university welcomed Ms. Hwang La-yong, Leader of the Japan Business Team in the Brand Global Business Department at MUSINSA, South Korea's largest fashion platform, for a special session.

Based on Ms. Hwang's experiences at the forefront of the Korean fashion industry, students learned about the global strategies used to expand Korean fashion brands into Japan and across the world.

Key Person Leading MUSINSA's Japan Business At the beginning of the lecture, Ms. Hwang introduced her career. Having spent her student years in Japan, she started as a MUSINSA user and built a diverse professional background spanning travel agencies, PR firms, and serving as a Japan branch manager for a Korean brand.

"Connecting the Dots": Diverse Careers Leading to the Present As a leader of the Japan business, she spoke about the failures and challenges she has faced. She shared the fascination of a career where "connecting the dots" makes sense in hindsight, stating that every experience leads to where one is now. Her message that "there is no single correct answer in a career, and even seemingly roundabout experiences become fuel for the future" provided significant insight for the students.

Why are Korean Brands Strong? Introducing Japanese Market Approach Strategies Strengths of Korean fashion highlighted included the speed of reflecting trends, flexible production systems, and high marketing capabilities utilizing social media and influencers. Conversely, challenges such as short brand lifespans and barriers to global expansion were also introduced.

Using popular Korean brands as case studies, the lecture explained the process from building awareness in the Japanese market to establishing physical stores. It was an opportunity to learn specific strategies that differ by brand, such as the use of pop-up stores, social media communication, and target setting.

Message to Students In conclusion, she encouraged students by saying, "Even the long ways around are all experiences. Believe in what you 'love' and challenge yourself without fear of failure." The lecture was a rich learning experience for students to touch upon a global perspective and real-world expertise from the front lines of the Korean fashion industry.

About MUSINSA Founded in 2001, MUSINSA is South Korea's largest fashion platform. Starting online, it introduces diverse domestic and international fashion brands and offers services across EC, communities, and offline stores. Growing as a leader in the Korean fashion scene with a strong affinity for youth culture and street fashion, it is now accelerating its expansion as a global platform,本格的に進出 into overseas markets including Japan.

About Professional Institute of International Fashion (PIIF) With campuses in Tokyo, Osaka, Nagoya, Paris, and New York, PIIF opened in April 2019 as Japan's only professional university for fashion business under a new university system. Under the philosophy "Beyond Clothing," it aims to develop people who bring change to the world through creation and business. Its unique curriculum includes mandatory overseas internships for all students.