Musinsa turns to Indonesia to accelerate its Southeast Asia push

Musinsa is turning to Indonesia's sprawling retail network to accelerate its push into Southeast Asia, partnering with PT Mitra Adiperkasa Tbk (MAP), the country's largest retail group. Musinsa and MAP signed an exclusive distribution agreement in July and will use the partnership to expand the offline presence of Musinsa Standard while tailoring products and marketing to Indonesian consumers. MAP operates more than 4,000 retail stores in more than 80 Indonesian cities and has a portfolio of more than 150 global brands, according to its latest company disclosures. Musinsa said it plans to use MAP's nationwide network and local retail expertise to build a business platform suited to the Indonesian market. Indonesia, with a population of about 280 million, is the largest consumer market in Southeast Asia and has emerged as a key target for Musinsa's regional expansion. Demand for Korean fashion has continued to grow with the influence of K-pop and Korean dramas, while major cities such as Jakarta have seen strong consumption of global fashion brands, Musinsa said. That interest is already sh