South Korean fashion retailer Musinsa is entering Thailand with a local partner, adding a fifth Southeast Asian market as it seeks to turn online interest into in-store sales.
Musinsa said Friday it signed an exclusive distribution agreement with Central Marketing Group (CMG), the retail arm of Thailand's Central Retail, on Nov. 4. The move follows entries in the Philippines, Indonesia, Vietnam and Malaysia.
The Korea Herald reported that Musinsa Standard, the company's private-label fashion brand, will anchor the Thai retail plan. The partners intend to open stores in busy commercial areas and shape product selections and campaigns around local buying preferences, the newspaper reported.
The Herald described CMG as handling the placement and operation of international lifestyle labels for Central Retail Brand & Specialty Group. Its portfolio includes more than 30 brands in fashion, beauty and technology, with sales through department stores, brand-specific shops and online channels, the newspaper said.
The Korea Herald linked the expansion to growing interest in Korean fashion in Thailand, alongside the popularity of Korean entertainment and culture. It reported that CMG wants to build its appeal among younger shoppers while Musinsa seeks to establish its brand in the market.
A Musinsa official told The Korea Herald that transaction value on the company's global online store in Thailand rose 26% in the first half of 2026 from the same period a year earlier. Musinsa said it plans to use CMG's retail infrastructure to bring that online demand into physical stores.
