MUSINSA Appoints ENHYPENs Seonghoon as Official Ambassador for China Market
Korean fashion platform MUSINSA announced on the 24th that it has appointed Seonghoon, a member of the boy group ENHYPEN, as the official ambassador for MUSINSA China.
This decision comes as part of MUSINSAs strategy to maintain the growth momentum of its recently launched MUSINSA Store and MUSINSA Standard in the Chinese market. Last month, MUSINSA opened a flagship store for MUSINSA Standard on Tmall, China’s largest e-commerce platform, which reportedly surpassed 500 million KRW in transaction volume just two weeks after its opening, indicating a strong response from local consumers. MUSINSA further aims to accelerate the spread of K-fashion by launching an additional MUSINSA Flagship Store.
MUSINSA commented on its choice of Seonghoon, stating, "We believe that Seonghoon, who has gained widespread popularity in China with his iconic image, is the ideal figure to enhance the impact of K-fashion."
Plans are underway for MUSINSA to leverage Seonghoon in campaigns and marketing activities targeting young consumers in China. To celebrate the official opening of the MUSINSA Store on Tmall on the 27th, a Tongkwan (同款, same style) campaign and special exhibition featuring Seonghoon will be held. This initiative aims to introduce products personally worn by Seonghoon, enhancing familiarity with K-fashion and strengthening connections with local consumers.
A representative from MUSINSA stated, "Seonghoon is a fashion icon who completes his unique style with an unconventional personality. We believe he will create significant synergy with MUSINSA, which leads K-fashion trends. We expect great things from Seonghoon as he showcases K-fashion styles tailored to the preferences of the MZ generation in China alongside MUSINSA."
This decision comes as part of MUSINSAs strategy to maintain the growth momentum of its recently launched MUSINSA Store and MUSINSA Standard in the Chinese market. Last month, MUSINSA opened a flagship store for MUSINSA Standard on Tmall, China’s largest e-commerce platform, which reportedly surpassed 500 million KRW in transaction volume just two weeks after its opening, indicating a strong response from local consumers. MUSINSA further aims to accelerate the spread of K-fashion by launching an additional MUSINSA Flagship Store.
MUSINSA commented on its choice of Seonghoon, stating, "We believe that Seonghoon, who has gained widespread popularity in China with his iconic image, is the ideal figure to enhance the impact of K-fashion."
Plans are underway for MUSINSA to leverage Seonghoon in campaigns and marketing activities targeting young consumers in China. To celebrate the official opening of the MUSINSA Store on Tmall on the 27th, a Tongkwan (同款, same style) campaign and special exhibition featuring Seonghoon will be held. This initiative aims to introduce products personally worn by Seonghoon, enhancing familiarity with K-fashion and strengthening connections with local consumers.
A representative from MUSINSA stated, "Seonghoon is a fashion icon who completes his unique style with an unconventional personality. We believe he will create significant synergy with MUSINSA, which leads K-fashion trends. We expect great things from Seonghoon as he showcases K-fashion styles tailored to the preferences of the MZ generation in China alongside MUSINSA."
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