South Korean fashion platform Musinsa has reported a successful launch in China during the Double 11 (Single’s Day) shopping festival, with its Tmall flagship stores achieving notable early results. During an October 27 promotion, celebrity-style outerwear items sold out within one minute. The company’s Musinsa Standard brand reached top 10 in Tmall’s menswear category that day, ranking fourth in down jackets and fifth in hoodies. The campaign featured K-pop star Sunghoon from Enhypen, Musinsa’s China ambassador, showcasing approximately 40 unisex items. This follows the September launch of Musinsa Standard’s Tmall store, which attracted 1.2 million visitors in its first two weeks, with 80% of buyers from post-1980s to 2000s generations.