Musinsa said Friday it has partnered with Au Chau Fashion and Cosmetics Company Limited, a subsidiary of Vietnam’s leading retailer Imex Pan Pacific Group, to enter the Vietnamese market.

Musinsa and ACFC signed an exclusive distribution agreement in July and will work together to launch Musinsa Standard in Vietnam.

IPPG operates more than 100 global brands and over 1,200 stores across Vietnam. ACFC, an IPPG affiliate, currently has a portfolio of 28 global fashion brands and operates more than 280 stores nationwide.

Following its entry into the Philippines and Indonesia, Musinsa plans to accelerate its expansion in Southeast Asia. The company aims to build market-specific business models by partnering with leading local companies with market knowledge and distribution capabilities, while rapidly expanding its presence across major Southeast Asian markets.

Vietnam’s fashion and consumer markets have continued to develop on the back of rapid economic growth and an expanding middle class. Transaction value from Vietnam on Musinsa’s global store rose by an average of about 40 percent annually from 2023 to 2025, indicating growing demand for K-fashion.

Musinsa plans to establish a presence in major Vietnamese cities, including Ho Chi Minh City, and refine its product lineup and marketing strategies based on customer responses and market trends.

"Vietnam is a key market where Musinsa Standard, with its competitive quality and design at reasonable prices, can attract new customers amid the expansion of the middle class and digital consumption," said Choi Woon-sik, chief brand officer of Musinsa.

"By combining ACFC’s expertise in successfully operating global fashion brands with Musinsa’s K-fashion competitiveness, we will provide Vietnamese customers with a differentiated brand experience and further strengthen our business foundation in Southeast Asia."

By Jeon Ji-woo (jwjeon7625@heraldcorp.com)