South Korean fashion retailer Musinsa is bringing 15 Japanese fashion brands to Seoul through a partnership with Japan's leading fashion e-commerce platform Zozotown, expanding a collaboration that has largely focused on selling Korean brands in Japan.
The Zozotown in Musinsa pop-up opened Friday at Musinsa Store Seongsu and runs through Oct. 31, with an online promotion continuing until Nov. 16.
The lineup includes Beauty & Youth United Arrows, Snidel and Urban Research, alongside labels with limited availability in Korea. Zozotown selected the brands based on sales in Japan and experience working with local fashion labels.
Launched in 2004, Zozotown operates an online fashion marketplace featuring more than 11,000 brands and serving over 13 million customers annually in Japan.
The Seoul event marks a new phase in the companies' partnership, which initially focused on helping Korean fashion brands reach Japanese consumers.
After signing an agreement in December 2024, Musinsa launched a dedicated storefront on Zozotown in November 2025. It now offers more than 300,000 products from over 2,100 Korean fashion and beauty brands.
The partnership has also expanded into offline retail. Musinsa joined a Zozotown pop-up in Nagoya in February, while Zozotown participated in Musinsa's Tokyo event in August. Zozotown is also set to operate a booth at Musinsa's upcoming Osaka pop-up later this month.
Musinsa has been expanding aggressively in Japan since establishing a local subsidiary in 2021 and launching its global online store in 2022.
Its transaction volume in Japan grew more than fivefold between 2023 and 2025. In the first half of 2026, both new memberships and transaction volume more than doubled from a year earlier, according to the company.
In Korea, its subsidiary Musinsa Trading already distributes Japanese fashion brands including Undercover, A Bathing Ape and Y-3.
"Entering a new market requires considerable time and money, making it important to assess local demand and purchasing potential before making a full-scale investment," said Park Jun-young, Musinsa's chief global officer.
yejinlim@heraldcorp.com