Business · Companies · 2 hrs ago
MUSINSA and ZOZOTOWN bring 15 Japanese fashion brands to Seoul pop-up
MUSINSA and Japanese platform ZOZOTOWN opened their first Korean pop-up at MUSINSA’s Seongsu store in Seoul.
The pop-up features products from 15 Japanese fashion brands selected by ZOZOTOWN.
The partners have worked together since signing a strategic agreement in 2024, including helping Korean brands sell in Japan through ZOZOTOWN.
This project reverses that direction, using MUSINSA’s local stores and online platform to introduce Japanese labels to Korean shoppers.
The pop-up is a test of Korean customer interest and purchasing demand before brands consider a bigger investment in the market.
It runs through October 31, while an online promotion continues through November 16.
MUSINSA says longer-term options could include permanent stores or official platform listings, depending on the response.
MUSINSA and Japanese fashion platform ZOZOTOWN opened ZOZOTOWN’s first official Korean pop-up at MUSINSA Store Seongsu in Seoul.
The pop-up features products from 15 Japanese fashion brands selected by ZOZOTOWN.
The companies are using the event to gauge Korean shoppers’ interest and potential demand for Japanese brands.
The pop-up runs through October 31, while an online promotion on the MUSINSA app continues through November 16.
The partnership expands their previous work introducing Korean fashion to Japanese customers to include Japanese brands in Korea.
- Who
- MUSINSA and ZOZOTOWN, with 15 Japanese fashion brands participating.
- What
- They opened ZOZOTOWN’s first official Korean pop-up, presenting Japanese fashion products to Korean shoppers.
- When
- The pop-up opened on October 16, 2026, and runs through October 31.
- Where
- MUSINSA Store Seongsu in Seongdong-gu, Seoul.
- Why
- To introduce Japanese brands to Korean customers and assess local interest and purchasing demand.
This story does not have two clearly opposing sides.
MUSINSA and ZOZOTOWN signed a memorandum of understanding for a strategic partnership.
A MUSINSA section opened on ZOZOTOWN, featuring Korean fashion and beauty brands.
MUSINSA took part in a ZOZOTOWN pop-up in Nagoya.
ZOZOTOWN took part in a MUSINSA pop-up in Tokyo.
The companies opened the Korean pop-up at MUSINSA Store Seongsu.
The Seongsu pop-up is scheduled to operate through this date; the online promotion runs through November 16.
- Participating brands
- 15 Japanese fashion brands
- Pop-up location
- MUSINSA Store Seongsu, Seongdong-gu, Seoul
- In-person event
- October 16–31, 2026
- Online promotion
- Through November 16, 2026
- Korean brands on ZOZOTOWN
- About 2,100 brands and more than 300,000 products
3 sources
What people are saying
ZOZOTOWN has so far delivered Korean fashion to Japanese customers. This time, we hope to make this an opportunity to introduce Japanese brands and the appeal of ZOZOTOWN to Korea.
MUSINSA and ZOZOTOWN have grown in different markets, but share the fact that they have introduced lesser-known brands to local customers, suggested styles and grown together.
It takes considerable time and cost for overseas brands to enter a new market.
We are keeping various possibilities open, including operating a permanent ZOZOTOWN store in Korea or having it officially enter MUSINSA, based on the response to this pop-up.