on August 1, 2025, online fashion platform powerhouse MooShin raised a new flag on Gangnam Boulevard, one of South Korea’s most dynamic streets. The arrival of MooShin Gangnam is more than just the opening of its fourth brick-and-mortar edit shop; it heralds the birth of a new hub for K-fashion that connects online and offline, local and global. why did we choose Gangnam, and why now?

Content Information

Why 1: The Power of Experience, Beyond the Limits of Online

the essence of fashion is experience. the ‘sensory’ experience of touching and trying on a product, beyond images on a screen, completely changes the perception of a brand. this is exactly what Moo Shinsa recognized. Moo Shinsa Gangnam is a “place of opportunity” for emerging designer brands to meet consumers face-to-face. this is evidenced by the fact that more than 80% of the 130 brands in the store are small and medium-sized Korean brands that do not have their own stores in Gangnam. by connecting their online presence with an offline experience, they provide a new growth engine for both brands and customers.

in addition, the “Online for Offline” (O4O) strategy, where online prices and offers are honored offline via QR codes on all products, is an innovative attempt to blur the lines between online and offline shopping. It’s a win-win strategy that makes it more affordable for customers and substantially increases sales for brands.

Why 2: We chose Gangnam, the center of the world

the once-cool Gangnam shopping district is experiencing a resurgence, and has become one of the most attractive “K-shopping” meccas for foreign tourists as well as 20- and 30-somethings. As of 2024, 33% of foreign tourists visiting Korea visited Gangnam, and Mushin’s foreign payments skyrocketed by 343% year-on-year. As one of the pillars of the “Olmuda (Olive Young, Mushin, Daiso) Triangle,” Mushin saw Gangnam as the optimal point of contact between global consumers and local brands.

Reason 3: Curation, Taste, and Sniping

mushinsa Gangnam breaks the traditional editorial shop formula. instead, the space is curated based on ‘taste’ and ‘style’ rather than gender or age. the space is organized by keywords, such as casual unisex “Mushinsha Young,” 1020 women’s trend “Mushinsha Girls,” and 2535 contemporary “Mushinsha For Women,” making it easy for customers to discover and explore brands that match their tastes.

this is a result of the sophisticated implementation of the vast customer data accumulated online into the offline space. musinsa Gangnam will serve as a strategic prototype to evolve into category killer stores such as ‘Musinsa Shoes’ and ‘Musinsa Girls’ in the future. It will be interesting to see what the future holds for Musinsa’s bold experiment in the heart of K-Fashion.

frequently Asked Questions (FAQ)

Q. what makes Musinsa Gangnam different from other editorial shops?

A. We curate brands based on ‘style keywords’ rather than gender and age to provide a personalized shopping experience. it also features an O4O strategy that offers the same prices and benefits as online through QR codes.

Q. Why did you open a store in Gangnam?

A. Gangnam is an area with a high foot traffic of 2030 and is overwhelmingly visited by foreign tourists, especially those interested in K-fashion. it is the perfect place to connect global consumers with local emerging brands.

Q. what is the size of Musinsa Gangnam and what brands will be featured?

A. It is located near Sinnonhyeon Station and is approximately 354 square meters from the first basement to the second floor. it is home to more than 130 popular domestic and international brands, including Nice Ghost Club, Asics, Nike, and Adidas.