South Korea's Musinsa to open fashion store in Vietnam

South Korea's Musinsa to open fashion store in Vietnam

Musinsa Co., a South Korean fashion and retail platform, on August 21 announced that it is set to open its first store in Vietnam.

Photo courtesy of Musina

Following its expansion into the Philippines and Indonesia, Musinsa is accelerating its push into the Southeast Asian market with its entry into Vietnam. The company plans to establish business models tailored to the characteristics of each market by partnering with top-tier local companies that have strong market expertise and distribution capabilities, while rapidly expanding its business presence across major Southeast Asian markets.

Musinsa has signed an agreement with Au Chau Fashion and Cosmetics Co. (ACFC), an affiliate of Vietnamese retailer Imex Pan Pacific Group (IPPG), to expand its presence in the Southeast Asian market next year.

Under the partnership, these companies have a plan to open Musinsa Standard outlets in Ho Chi Minh City and other key locations. Musinsa will also diversify its product portfolio to cater to domestic demand.

According to Musinsa, IPPG is a major Vietnamese distribution company that currently operates more than 100 global brands and runs over 1,200 stores across Vietnam. ACFC currently has a portfolio of 28 global fashion brands and operates more than 280 stores nationwide. Leveraging ACFC’s experience in operating global brands and its distribution expertise, Musinsa plans to strengthen the competitiveness of Musinsa Standard in the Vietnamese market.

Vietnam’s consumer market, including fashion, has continued to expand, driven by rapid economic growth and the growth of the middle class. In particular, transaction value from Vietnamese customers on the Musinsa Global Store increased by an average of approximately 40 per cent annually from 2023 to 2025, indicating that growing interest in K-fashion is translating into actual purchases.

Choi Woon-sik, chief brand officer of Musinsa, said, “Vietnam is a key market with significant growth potential for the fashion industry, driven by the expanding the middle class and growing digital consumption. With quality products at reasonable prices, Musinsa Standard is well positioned to attract new customers in the Vietnamese market. By combining ACFC's expertise in global fashion brands with Musinsa's competitive edge in K-fashion, we hope to offer Vietnamese consumers a new and differentiated experience while expanding our presence in Southeast Asia."

Louis Nguyen, CEO of ACFC, said, “We are pleased to begin the partnership with Musinsa as the exclusive distribution partner for Musinsa Standard in Vietnam. Building on our understanding of the local market and our distribution and operational capabilities accumulated through years of developing global fashion brands, we aim to enable Musinsa Standard to offer Vietnamese consumers new fashion choices that align with their tastes and lifestyles.”

VIR