Musinsa Standard Successfully Concludes First ‘Global Order Fair’… “Driven to Target Major Asian Markets”

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Musinsa Standard, a modern basic casualwear brand launched by Musinsa, successfully concluded a global order exhibition showcasing its 2027 Spring/Summer (27SS) season products to overseas buyers.

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Musinsa Standard held the '27SS Global Order Fair' for three days in Seongsu-dong, Seoul, from the 4th (Tue) to the 6th (Thu). This marks the first time Musinsa Standard has invited buyers from overseas markets to one place to host an order fair. While showcasing key products for the 27SS season, the event also outlined Musinsa Standard's marketing plans for next year.·It was organized to share brand direction, including design.

The event was attended by numerous key buyers from four Southeast Asian countries-the Philippines, Indonesia, Vietnam, and Thailand-as well as representatives from the Japanese fashion platform ZOZOTOWN and China's largest e-commerce platform Tmall, and officials from overseas subsidiaries such as Musinsa Japan and Musinsa China.

At this trade show, the 27SS collection was unveiled under the banner of 'Seoul Standard,' reflecting Seoul's lifestyle and fashion trends. It is characterized by the diverse presentation of product lines highly versatile for the spring and summer seasons, including 'City Leisure,' which encompasses both daily life and outdoor activities, and 'Cooltandard,' which emphasizes comfortable wear.

First, City Leisure proposes a Gorpcore style that can be widely utilized in urban areas under the concept of 'CITY TRAIL BRIDGE,' and has also expanded its women's product lineup. Cooltandard, a representative summer product line, has enhanced breathability and moisture-wicking functions, and increased its competitiveness as summer essential wear by applying various materials such as paper yarn. In addition, the strategy is to continuously cultivate new flagship products for Musinsa Standard through new items such as washable knits, while simultaneously upgrading existing bestsellers like slacks and denim.

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At the event, buyers provided specific feedback on the products based on the characteristics of each region. In particular, buyers from Southeast Asia showed great interest in City Leisure, which targets the demand for utility wear among local youth by adding the unique sensibility of Korean fashion to functional details, and Cooltandard, which offers a wider range of fit and style options using materials suitable for hot climates.

Musinsa Standard plans to further strengthen its localization strategy for overseas business through this trade show. The company intends to accelerate its global expansion by refining product planning and composition for each market based on feedback from attending buyers, and by expanding offline presence in key markets in China, Japan, and Southeast Asia.

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"This order placement event is significant in that it marked the first time Musinsa Standard invited buyers from major Asian markets to one place to share product strategies and lay the foundation for expanding its global business," said a Musinsa official. "Moving forward, we will showcase Musinsa Standard's unique design sensibility and product competitiveness, built up in Seoul, in ways tailored to each market, thereby expanding our presence as a global brand."