Popular K-fashion brand Matinkim is set to enter the Japanese market in collaboration with South Korea’s largest fashion platform, Musinsa. The duo’s first step will be to open an exclusive pop-up store at Osaka’s largest department store, Hankyu Department Store Umeda. This move marks both Matinkim’s expansion into Japan and Musinsa’s overseas brand distribution business and is drawing significant attention from both inside and outside the industry to the potential success of K-fashion companies joining forces in the international market.

According to industry sources on Sunday, Matinkim, backed by brand operator Hago Haus, will host a large-scale pop-up store at Hankyu Department Store Umeda from January 22nd to 28th, 2025, in partnership with Musinsa subsidiary Musinsa Global. Based on the success of this pop-up, the two companies plan to expand into major department stores across Japan, progressively increasing the number of retail locations. They specifically aim to open their first permanent store in Miyashita Park, a landmark shopping district in Shibuya, Tokyo, by late April or early May 2025, followed by the launch of a flagship store in the latter half of the year.

Matinkim’s popularity in Japan has been outpacing its domestic success. The brand hosted pop-up stores in major Japanese cities, including Tokyo, Osaka, and Nagoya, in 2024 that attracted enthusiastic customer responses. Its February pop-up at Hankyu Department Store and an April event at Nagoya’s Lachic shopping mall each recorded daily sales of about 100 million won ($68,500). The May pop-up at Shibuya Parco saw more than 3,000 visitors on opening day, setting a record for the highest single-day foot traffic at a K-fashion pop-up store in Japan. The company’s latest pop-up is expected to draw a similar level of excitement among Japanese youth, who have shown a growing interest in K-fashion.

Matinkim and Musinsa’s decision to return to Hankyu Department Store stems from the overwhelming success of 2024’s event at the same location. Matinkim said the response to the 2024 Hankyu pop-up was tremendous and the Japanese department store extended another invitation, leading to its return the following year.

This global collaboration between Musinsa and Matinkim is gaining attention as it represents a major partnership between Korea’s leading fashion platform and one of its most popular designer brands. The initiative is a significant step toward the globalization of K-fashion, as domestic brands join forces to expand their international presence.

Hago Haus selected Musinsa Global as Matinkim’s exclusive distribution partner in Japan last November, signing a five-year agreement through 2029 with a revenue target of 250 billion won. Musinsa Global will oversee all aspects of Matinkim’s Japanese market entry, including marketing, public relations, store openings, and operations. Leveraging its extensive network and expertise in supporting Korean brands’ entry into Japan, Musinsa aims to facilitate Matinkim’s rapid establishment and growth in the Japanese market.

Hago Haus explained the decision to partner with Musinsa despite offers from major Japanese retailers, stating that although many large Japanese partners had expressed interest in collaboration, they believed working with Musinsa, a Korean company, would yield better long-term results.

With its 2024 revenue at 150 billion won, Matinkim aims to accelerate its global expansion and achieve a revenue target of 200 billion won in 2025.

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