Musinsa will host Japanese fashion platform Zozotown’s first pop-up in Korea this month, bringing 15 Japanese brands to Seoul as the partners expand their cross-border business.

The event will run from Oct. 16 to 31 at Musinsa Store Seongsu in Seongsu-dong, featuring brands including Beauty&Youth United Arrows, Snidel, Urban Research and WYM LIDNM.

Musinsa said it will use the pop-up to assess Korean demand for Japanese labels, linking the physical showcase with online shopping so visitors can browse and buy products after their visit.

An accompanying online promotion will run through Nov. 16, featuring popular Zozotown brands, styling ideas from Japanese influencers and shopping guides for Tokyo travelers. Products will remain available online for about two weeks after the pop-up closes.

The event extends a partnership that has focused on introducing Korean fashion brands to Japan. Musinsa and Zozotown signed a strategic partnership agreement in December 2024, followed by the launch of Musinsa’s storefront on Zozotown in November last year. It now offers products from more than 2,000 Korean brands.

“This pop-up marks Zozotown’s first offline event in Korea,” a Musinsa official said. “We will continue working with Zozo to support Korean fashion brands entering Japan and develop various initiatives connecting customers and brands in the two markets.”

By Jung Young-seon (jyoungseon8@heraldcorp.com)