Musinsa has selected boy group ENHYPEN's Sunghoon as the official ambassador for Musinsa China. This announcement was made on October 24. Through Sunghoon, Musinsa plans to increase brand awareness in the Chinese market and continue the growth of Musinsa Store and Musinsa Standard.

Recently, Musinsa opened a Musinsa Standard flagship store on Tmall, the largest e-commerce platform in China. Following this, they also opened the Musinsa Flagship Store, actively targeting the Chinese market. Sunghoon, with his iconic image, has gained widespread popularity in China, making him the ideal figure to enhance the local influence of K-fashion.

Musinsa expects Sunghoon to effectively convey the unique charm of Korean fashion brands to Chinese consumers. To commemorate the ambassador appointment and the official opening of the Musinsa Store on Tmall, a "Tongkuan (同款, same style)" campaign and special exhibition featuring Sunghoon will be held on October 27.

This campaign reflects Chinese consumer trends by sharing styles through wearing the same products as favorite celebrities. The campaign curates products personally worn by Sunghoon, increasing familiarity with K-fashion and strengthening connections with local consumers.

Through this campaign, Musinsa plans to further promote the appeal of K-fashion together with Sunghoon. Based on his popularity in China, Sunghoon is expected to contribute to enhancing Musinsa's brand image and credibility. Musinsa aims to solidify its position in the Chinese market through collaboration with Sunghoon.

Musinsa is developing various strategies for the global expansion of K-fashion, and selecting Sunghoon as ambassador is interpreted as part of this effort. Musinsa will continue to pursue growth in the Chinese market going forward.