South Korean fashion platform Musinsa reported a 173% YoY increase in sales to Chinese tourists at its offline stores during Spring Festival (February 15-23). Daily average transactions rose sharply, with Musinsa Store and Musinsa Standard recording increases of 219% and 132%, respectively. Analysts attribute the growth to brand awareness from Musinsa’s Shanghai store openings and improved payment convenience via Alipay and WeChat Pay. The Busan Seomyeon store saw Chinese tourist sales jump over 70%, indicating demand is expanding beyond Seoul. Spring outerwear led purchases among style-conscious young Chinese consumers.

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