Musinsa and ZOZOTOWN Bring Japan-Korea Fashion Partnership to Seoul
Musinsa and Japan’s ZOZOTOWN have opened their first official Korean pop-up in Seoul, extending a partnership that already connects thousands of brands across the two retail platforms.
South Korean fashion platform Musinsa and Japanese online retailer ZOZOTOWN have opened the Japanese company’s first official pop-up store in Korea, expanding a partnership designed to move fashion brands between the two markets.
The event, called ZOZOTOWN in Musinsa, is being held in Seongsu-dong, a Seoul neighborhood known for fashion, retail experiments and young consumers. It opened to the media on Friday and will run through Oct. 31. A related online promotion is scheduled to continue until Nov. 16.
Fifteen Japanese fashion labels sold through ZOZOTOWN are taking part, including Snidel and Grancy. The temporary store uses a concept called ZOZO is Coming to Town, with crosswalks, road markings and large three-dimensional lettering intended to evoke a meeting point between Korean and Japanese street culture.
ZOZOTOWN launched in 2004 and now carries more than 11,000 brands while serving over 13 million customers annually. Its arrival in Seongsu gives the retailer a direct way to test Korean demand for Japanese labels rather than relying only on online sales data.
The Seoul event builds on a strategic partnership the companies established through a memorandum of understanding in December 2024. Musinsa opened a dedicated store on ZOZOTOWN’s online platform in November 2025, offering roughly 2,100 Korean fashion and beauty brands to shoppers in Japan.
The companies have since taken the collaboration offline. Musinsa participated in a ZOZOTOWN pop-up in Nagoya in February, and ZOZOTOWN joined a Musinsa pop-up in Tokyo in August. Musinsa also plans to operate a ZOZOTOWN booth in Osaka this month.
Takao Yamazaki, head of business at ZOZOTOWN, said the company has previously introduced Korean fashion to Japanese shoppers and now wants to present Japanese brands and the ZOZOTOWN platform to Korean consumers.
Musinsa is also seeking a two-way opportunity. Beyond promoting Korean labels in Japan, it wants to cultivate domestic demand for Japanese fashion. Park Jun-young, Musinsa’s head of global business, said the goal is to create growth opportunities for Korean and international brands in each other’s markets and broaden the foundations of both countries’ fashion ecosystems.
The pop-up therefore serves as more than a short-term retail event. It is a market test for ZOZOTOWN in Korea and another step in Musinsa’s effort to position itself as a bridge between fashion businesses and consumers in Northeast Asia.