Musinsa's 2024 fall and winter season showroom in Tokyo / Courtesy of Musinsa

Musinsa, Korea's largest online fashion shopping platform, hosted its second Tokyo showroom event from Feb. 13 to 16, featuring seven brands — Glowny, Kijun, Rockfish Weatherwear, Rest and Recreation, Standoil and Cost per kilo, company officials said Wednesday.

This initiative aimed to introduce K-fashion brands to the Japanese market and foster partnerships with distributors there.

The showroom, located in the upscale Minami-Aoyama area, known for its luxury boutiques and global fashion brand shops, attracted over 150 buyers from diverse distribution channels. They include renowned fashion select shops like GR8, Beams and United Arrows to major department stores such as Isetan and Hankyu.

More than 70 percent of the buyers who attended the showroom had also come to the spring and summer season Tokyo showroom last July, which suggests there is a growing interest in Korean fashion products. More than half of these returning buyers made purchases during the event.

"Through this showroom [event], we once again realized that the uniqueness of K-fashion brands is competitive enough for the Japanese market. We remain committed to actively supporting our brands' expansion into Japan through various distribution channels," a company official said.

Buyers showed keen interest in potential collaborations with brands, including launching pop-up stores and beauty products. Some even inquired about partnerships with brands that did not participate in the event.

A buyer from Beams, a prominent Japanese fashion select shop, said, "As Musinsa is a leading fashion vertical platform in South Korea, there were high expectations for the brands presented at [its] Tokyo showroom. It was a great opportunity to see K-fashion brands with sufficient competitiveness in the Japanese market and gain insights into the current fashion trends in Korea."