South Korean fashion platform Musinsa has launched a trial of its Overseas Flagship Store on Alibaba’s Tmall Global. The store uses direct cross-border shipping, allowing Chinese consumers to buy Korean brands not yet available in China — complementing Musinsa’s existing domestic Tmall flagship, which launched in September 2025. Beginning May 27, products from approximately 2,000 Korean fashion brands will be gradually listed, with the grand opening scheduled for July 8 to 14. Musinsa said the dual-store strategy aims to build a complete ecosystem connecting Korean designer brands with Chinese consumers.

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