Musinsa hosts Shanghai pop-up to expand K-fashion market access

Musinsa is hosting the ‘Musinsa Shanghai Pop-up Store 2026’ at the Jing'an Kerry Centre in Shanghai to support South Korean fashion brands in entering the Chinese market. The initiative is supported by the Ministry of Trade, Industry and Energy and KOTRA as part of a project to assist retail companies with overseas expansion.

The pop-up aims to lower entry barriers for small and medium-sized Korean brands by assisting with product certification, such as meeting China National Standards (GB), and managing offline sales. Musinsa also plans to use data collected from the pop-up to help brands refine their future business strategies in China.

Running from August 21 to November 30, the event features 15 selected brands, including Lookast, Leva, and Tilai Dai. Within its first month of operation, the pop-up recorded over 10,000 visitors. This follows Musinsa's previous efforts to establish a presence in China, including the opening of the Musinsa Store Shanghai Anfu Road in December last year.