Anta and MUSINSA: Leading the Next Wave of Fashion in China
2025-09-19 16:00:00 | Sweekli
MUSINSA Makes Its Move into China
Korean fashion brands are increasingly going global, and platform-based expansion is opening doors for small- and medium-sized brands to reach international markets. Leading the charge is MUSINSA, Korea’s top fashion e-commerce platform, which has partnered with China’s Anta Sports to launch MUSINSA China.
From the second half of this year, MUSINSA China will oversee online and offline operations of Musinsa Store and MUSINSA STANDARD, with plans to roll out official e-commerce sites and physical stores across China. The brand has already launched its official Xiaohongshu account, using creative campaigns to raise awareness and capture the attention of young, trend-savvy consumers.
China’s fashion market is booming. According to KOTRA, it’s expected to reach RMB 1.9 trillion in 2025, growing at a 3.5% CAGR since 2020. This year alone, more than ten Korean brands have opened stores in China, including designer womenswear EENK in Shanghai and Rest & Recreation, which launched five stores in just four months.
On the policy side, the Korean government is offering temporary visa-free entry for Chinese group tourists from September 29 to June 30 next year, further boosting cultural exchange and brand visibility. Experts predict that fashion and beauty concept stores—not traditional duty-free shops—will benefit the most. As Chinese consumers shift from duty-free shopping to lifestyle-oriented concept stores, MUSINSA is perfectly positioned as a first-mover in this trend.
Industry insiders note that Ding Shizhong, Chairman of Anta Group, is widely recognized for his sharp investment vision in China’s fashion sector. According to Chinese industry media EBRUN, “Anta Sports highly values MUSINSA’s ‘platform + brand + data’ ecosystem and its trend-setting influence among Asia’s younger generation.”
Anta Sports has extensive experience collaborating with Korean companies. Since 2017, it has partnered with KOLON SPORT, a well-known Korean outdoor brand, through a joint venture to drive growth in China. Retail revenue surged from approximately KRW 400 billion in H2 2023 to KRW 750 billion in 2024, with the first quarter of 2025 seeing nearly double year-on-year growth. Overall, Anta Sports’ total revenue exceeded KRW 13 trillion (around RMB 70.8 billion) in 2024, maintaining its leadership in China’s sports apparel market.
From MUSINSA’s perspective, this partnership marks Anta’s first collaboration with a fashion platform, carrying significant strategic value. The companies aim to complement each other across product lines, spanning streetwear, formal wear, and casual fashion, targeting young consumers and enhancing their industry influence. Supply chain and logistics collaboration will also play a key role, streamlining processes to accelerate e-commerce operations and ensure consumers receive high-quality products and seamless service.