Korean online fashion brand enters Việt Nam

Korean online fashion brand enters Việt Nam

Musinsa has already signed a partnership agreement with Au Chau Fashion and Cosmetics (ACFC), a unit of Imex Pan Pacific Group (IPPG), one of Việt Nam’s largest distributors.

A Musinsa store in the Republic of Korea. — VNA/VNS Photo

The Republic of Korea’s major online fashion platform Musinsa announced on August 21 that it is entering Việt Nam, extending its Southeast Asian expansion after penetrating the Philippines and Indonesia.

Musinsa has already signed a partnership agreement with Au Chau Fashion and Cosmetics (ACFC), a unit of Imex Pan Pacific Group (IPPG), one of Việt Nam’s largest distributors.

Under the deal, the companies will jointly develop the Musinsa Standard business in Việt Nam and plan to open physical stores in HCM City and other key locations.

IPPG distributes more than 100 international brands through over 1,200 stores, while ACFC operates 28 international fashion brands and more than 280 stores nationwide. Musinsa is relying on its local partner's network and expertise rather than building its own distribution system, a strategy expected to speed market adaptation and consumer reach.

Musinsa cited proven online demand as a driver of the entry, with transaction value on its global store in Việt Nam growing an average of about 40 per cent annually from 2023 to 2025. The company will combine its online sales network with physical stores, encouraging online shoppers to visit and experience products, and tailor its product lineup and marketing to Vietnamese preferences.

Musinsa Standard, positioned as an affordable specialty store retailer of private label apparel (SPA), targets young consumers and the middle class in Vietnam.

Choi Woon-sik, Musinsa’s Chief Brand Officer, said the company would combine ACFC’s expertise in developing international fashion brands with the competitive edge of K-fashion.

He said the partnership is expected to give Vietnamese customers a different brand experience while solidifying Musinsa’s business foundation in Southeast Asia. 

​

.

Bizhub