South Korean apparel company Musinsa has opened its fourth offline Musinsa Standard store at Hangzhou Tower, marking the brand’s first foray into a “new first-tier” city as it tests demand beyond coastal strongholds like Shanghai. Located in the bustling Wulin district, the store is a strategic test bed for expansion into China’s rapidly developing hubs. Often called China’s Silicon Valley, Hangzhou is home to a younger, tech-driven demographic with significant purchasing power. The store features a 7m-wide digital signage installation and showcases the brand’s 2026 Spring/Summer collection.

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