MUSINSA and ANTA Sports Launch Joint Venture to Enter Chinese Market

MUSINSA has officially accelerated its global ambitions with the launch of MUSINSA China, a joint venture with leading Chinese sportswear powerhouse ANTA Sports. Under the agreement, MUSINSA will hold 60% equity and majority control, while ANTA Sports takes a 40% stake and provides strategic and financial oversight—together targeting the vast, evolving Chinese market with K-fashion’s next wave.

Joint Venture Structure and Market Strategy

Set for completion in September 2025 pending regulatory approval, MUSINSA China will oversee both the online and offline expansion of MUSINSA STANDARD, the platform’s flagship elevated basics line, and Musinsa Store, a curated marketplace covering over 10,000 Korean and global brands. ANTA Sports will contribute market insight, operational resources, and local distribution, with direct representation on the joint venture’s board.

This alliance is explicitly structured to leverage MUSINSA’s experience with Korean designers and digital-minded shoppers, while harnessing ANTA’s “full value chain” and “Brand + Retail” integration capabilities—critical for thriving in China’s fragmented, high-velocity fashion market.

K-Fashion, Local Insight, and Youth Focus

Chinese fashion consumers, particularly Gen Z and “post-90s” cohorts, continue to drive demand for newness, trend-driven style, and authentic brand storytelling. MUSINSA and ANTA’s statements highlight that the joint venture is not just a platform play, but a deliberate strategy to merge high-concept Korean aesthetics with the scale, reach, and segmentation power of ANTA’s retail apparatus.

MUSINSA will invest in supporting the entry of promising Korean designer labels into China through this business, building on success with newcomers like Emis, Rest&Recreation, and Ader Error. House brand MUSINSA STANDARD is set for launch both online and in prime offline locations, flagship stores are slated for bustling Shanghai retail complexes and trend-leading pop-ups in major markets.

ANTA, for its part, brings proven ability to manage multi-brand portfolios across premium and mass market segments, supporting not only sportswear and athleisure but increasingly lifestyle-focused and crossover fashion, making it uniquely suited to guide and scale differentiated K-fashion throughout the country.

Senior Leadership Commentary

Wu Yonghua, Co-CEO of ANTA Sports, remarked,

“This strategic investment partnership with MUSINSA marks another step forward in advancing our ‘Single-Focus, Multi-Brand, and Globalization’ strategy. By integrating sportswear with fashion-forward design, we aim to better meet the preferences of China’s younger generation.” He added: “Leveraging our full value chain capabilities and proven ‘Brand + Retail’ operating model, ANTA Sports will empower MUSINSA China to introduce MUSINSA STANDARD and Musinsa Store to the Chinese market—bringing differentiated, style-conscious offerings to a new generation of sport and lifestyle consumers.”

Joonmo Park, CEO of MUSINSA, emphasized:

“The partnership will combine MUSINSA’s extensive experience in fashion with ANTA’s robust brand and retail management capabilities to tap into various retail channels and deliver differentiated brand experiences to Chinese consumers. We look forward to capturing the attention of young consumers in the dynamic Chinese market.”

Looking Ahead: Capturing China’s Next Generation Consumer

Amid Korean fashion’s rising influence, from K-pop styling to Seoul-based designers, this joint venture sets the stage for MUSINSA and ANTA to wield outsized impact on China’s urban youth and trendsetters. With a robust combination of digital expertise, local retail know-how, and agile brand curation, MUSINSA China will be poised to define a new standard for both e-commerce and brick-and-mortar fashion experiences.

The move also strengthens MUSINSA’s global brand narrative as a creator of symbiotic partnerships that not only export Korean fashion but actively nurture new local talent and collaborations.

Monitor updates and openings at MUSINSA’s newsroom, MUSINSA STANDARD, or shop Musinsa Store to see the brand’s real-time evolution in Asian and global markets.