Musinsa aims to replicate Japan, China success in Southeast Asia

Fashion and beauty shopping platform operator Musinsa is bolstering its global market expansion to Southeast Asia following its notable market growth in Japan and China last year. The company said Friday it has designated Thailand, Vietnam and Indonesia as key markets in the region. Adopting its successful marketing strategies used in the Japanese and Chinese markets, Musinsa plans to launch online and offline sales in the three countries. The announcement came as the company posted 240 billion won ($167 million) in overseas transactions last year. Musinsa has been hosting pop-up stores and opening flagship stores overseas and distributing to countries through online platforms. The largest growth came from Japan. Musinsa’s global online stores saw sales in Japan last year jump 145 percent from the previous year. The company’s products are also available at Japanese e-commerce platform ZoZo Town. The online sales in Japan are not concentrated in major cities like Tokyo but instead are spread across broader regions, including Kanagawa prefecture, Osaka and Fukuoka. Musinsa said this sh