Musinsa, Nike launch ‘Leaders of Seoul' pop-up highlighting women's sneakers
The collaboration includes the exclusive early release of two new sneakers, the Air Max Muse and Air Superfly, ahead of their broader launch.
The pop-up runs through July 23 at Musinsa's "Seongsu @Daelim Warehouse" store in Seongsu, Seoul, a rising shopping hub for young consumers. The venue will feature the new sneakers alongside apparel such as The Pleated Suit, designed for active, urban lifestyles.
Inspired by local trendsetters, the Leaders of Seoul campaign reflects a future-oriented, street-style interpretation of women's sportswear. Musinsa and Nike are targeting women in their 20s and 30s — a demographic that makes up over 80 percent of Musinsa Seongsu's customer base, with foreign shoppers accounting for roughly half.
The space also features a 360-degree photo zone, where customers who share their sneaker snapshots on social media can receive promotional gifts.
After the pop-up ends, Musinsa will expand its in-store presence of Nike as a shop-in-shop at the same location starting July 24, offering ongoing access to both new and best-selling Nike products.
"This campaign marks our continued effort to deepen our connection with young female consumers by positioning ourselves at the intersection of sportswear and street fashion," a Musinsa official said.
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Korea Herald
11-07-2025
- Korea Herald
Musinsa, Nike launch ‘Leaders of Seoul' pop-up highlighting women's sneakers
Online fashion retailer Musinsa has partnered with Nike for its "Leaders of Seoul" campaign and pop-up event, aimed at introducing a new generation of women's sports style. The collaboration includes the exclusive early release of two new sneakers, the Air Max Muse and Air Superfly, ahead of their broader launch. The pop-up runs through July 23 at Musinsa's "Seongsu @Daelim Warehouse" store in Seongsu, Seoul, a rising shopping hub for young consumers. The venue will feature the new sneakers alongside apparel such as The Pleated Suit, designed for active, urban lifestyles. Inspired by local trendsetters, the Leaders of Seoul campaign reflects a future-oriented, street-style interpretation of women's sportswear. Musinsa and Nike are targeting women in their 20s and 30s — a demographic that makes up over 80 percent of Musinsa Seongsu's customer base, with foreign shoppers accounting for roughly half. The space also features a 360-degree photo zone, where customers who share their sneaker snapshots on social media can receive promotional gifts. After the pop-up ends, Musinsa will expand its in-store presence of Nike as a shop-in-shop at the same location starting July 24, offering ongoing access to both new and best-selling Nike products. "This campaign marks our continued effort to deepen our connection with young female consumers by positioning ourselves at the intersection of sportswear and street fashion," a Musinsa official said.
Korea Herald
06-07-2025
- Korea Herald
Korean e-commerce turns outward amid China's pressing market incursion
Coupang raises stakes in Taiwan market; Kurly eyes US entry after pilot program; Musinsa pushes into two Asian neighbors South Korean e-commerce players are going global not just to offset muted domestic consumption, but also in part to hedge against China's aggressive advance on their home turf. Their international forays come at a time when global fascination with K-food, K-beauty and K-fashion is running high. One successful market entry is that of e-commerce giant Coupang, which has been doubling down on Taiwan since entering the market in 2021, already investing nearly 500 billion won ($367 million) in logistics infrastructure and product sourcing. Earlier this year, the company launched its Rocket Delivery membership in Taiwan while expanding its local delivery network. In the first quarter, the company posted net revenue of over $1 billion in its Developing Offerings segment, which includes its international business, Coupang Eats, Coupang Play and luxury platform Farfetch, marking a 78 percent on-year surge on an FX-neutral basis. Coupang said its growth businesses, particularly its operations in Taiwan, helped drive the increase in earnings. 'We're seeing an increase in repeat customer rates and spending in Taiwan,' Coupang founder and CEO Bom Kim said during an earnings call in May. He added that the more the company invests in the Taiwanese market, the stronger its confidence grows. In January, Coupang re-entered the Japanese market with its food delivery app, Rocket Now, after withdrawing from the country in 2023, this time with a renewed focus on food delivery rather than quick commerce. Other e-commerce companies are also testing the waters. For instance, Kurly plans to begin beta testing its US operations this Tuesday, gathering feedback from local residents on its shopping and delivery services in preparation for a full-scale launch. 'Based on the results of the pilot service, we will adjust our logistics operations and our entry plans,' a Kurly official said. Fashion platform Musinsa is pressing ahead in Japan and China. After establishing its Japanese subsidiary in 2021, it set up its Chinese unit this April. Musinsa CEO Park Joon-mo said that the company will open its first brick-and-mortar store in Shanghai in the second half of this year and roll out physical stores in Japan by the first half of next year. The impetus to enter global markets stems partly from the rapid encroachment of Chinese platforms like AliExpress and Temu, combined with a stark slowdown at home -- domestic online shopping growth plunged to the 5 percent range last year, down from 20.2 percent in 2021, according to Statistics Korea. 'While Chinese platforms have faced recurring quality and privacy concerns, there remains a stable base of demand in Korea,' one industry insider noted. 'Domestic growth is nearing its limits, and the influence of China's price-first platforms is growing rapidly. As of February, AliExpress ranked second in general e-commerce app usage with 8.73 million monthly active users, followed by Temu in third with 7.84 million, both trailing only Coupang, according to WiseApp data. Worse yet for Korean e-commerce firms, one of China's leading platforms alongside AliExpress and Temu, opened two self-operated logistics centers in Korea in April, the first instance of a Chinese e-commerce company owning warehouses on Korean soil. Chinese lifestyle brand Miniso, often regarded as China's equivalent to Korean dollar store chain Daiso, has been making a comeback since last December, most recently opening a flagship store near Seoul's Gangnam Station in June.
Korea Herald
03-07-2025
- Korea Herald
Trump says he will put 20% tariff on Vietnam's exports
WASHINGTON/HANOI (Reuters) -- The United States will place a lower-than-promised 20 percent tariff on many Vietnamese exports, Donald Trump said Wednesday, cooling tensions with its tenth-biggest trading partner days before the US president could raise levies on most imports. Vietnamese goods would face a 20 percent tariff and trans-shipments from third countries through Vietnam will face a 40 percent levy, he said. Vietnam could import US products with a zero percent tariff, he added. "It is my Great Honor to announce that I have just made a Trade Deal with the Socialist Republic of Vietnam," Trump said on Truth Social after speaking with Vietnam's top leader, To Lam. Trump's announcement comes just days before a July 9 deadline, when he is expected to ramp up tariffs on most imports, one of the Republican's signature economic policies. Under that plan, announced in April, US importers of Vietnamese goods would have had to pay a 46 percent tariff. Details were scant. It was not clear which products Trump's 20 percent tariff would apply to, or whether some would qualify for lower or higher total duties. Also left to later discussion was how the new trans-shipment provision, aimed at products largely made in China and then labeled "Made in Vietnam," would be implemented and enforced. The Vietnamese government did not confirm the specific tariff levels in a statement celebrating what it described as an agreement on a joint statement about a trade framework. Vietnam would commit to "providing preferential market access for US goods, including large-engine cars," the government in Hanoi said. A deal between the two countries would be a political boost for Trump, whose team has struggled to quickly close deals with Washington's biggest trading partners ahead of the deadline. While the administration has teased a forthcoming deal with India, truces reached earlier with Britain and China were limited in scope. Talks with Japan, the United States' sixth-largest trading partner and closest ally in Asia, appeared to hit roadblocks. The US is Vietnam's largest export market and the two countries' growing economic, diplomatic and military ties are a hedge against Washington's biggest strategic rival, China. Vietnam has worked to retain close relations with both superpowers. Shares of major US apparel and sportswear makers including Nike, Under Armour and North Face maker VF Corp closed higher on Wednesday on the news. Lam also asked Trump for the US to recognize Vietnam as a market economy and remove restrictions on the exports of high-tech products to the country, Vietnam said. Those changes have long been sought by Hanoi. The White House and the Vietnamese trade ministry did not respond to requests for additional comment. Since Trump imposed tariffs on hundreds of billions of dollars in Chinese goods in his 2017-2021 term, US trade with Vietnam has exploded, though almost all of it in the form of goods to the United States from Vietnam as importers sought workarounds for the China levies. Since 2018, Vietnam's exports are up nearly threefold from less than $50 billion that year to about $137 billion in 2024, Census Bureau data shows. US exports to Vietnam are up only about 30 percent in that time -- to just over $13 billion last year from less than $10 billion in 2018. "'Transshipping' is a vague and often politicized term in trade enforcement," said Dan Martin, business adviser at Dezan Shira & Associates, on LinkedIn. "How it's defined and how it's applied in practice will shape the future of US-Vietnam trade relations." Trump announced a wave of tariffs for countries around the world on April 2, before pausing the implementation of most duties until July 9. More than a dozen countries are actively negotiating with the Trump administration to avoid a steep spike in tariffs on their exports. Britain accepted a 10 percent US tariff on many goods, including autos, in exchange for special access for aircraft engines and British beef. Like the agreement struck with Britain in May, the one with Vietnam resembles a framework rather than a finalized trade pact. China and the United States also came to a truce in a tit-for-tat tariff battle in which Beijing restored American access to some rare-earth minerals, but the two sides left most of their disagreements to later negotiations. "Had Trump stuck with 46 percent, much higher than the current tariff on China, Vietnam feared it would be disadvantaged by its competitors especially in Southeast Asia," said Murray Hiebert, a senior associate with the Southeast Asia program at CSIS, a think tank. "This likely would have dented Vietnam's trust in the US and it might have toned down some of its security cooperation with Washington."
