By Wonsuh Song
I recently visited Shibuya for the first time in months. It’s a place I usually avoid—too crowded, too noisy, and everything I need can be found closer to home. But this time, while walking through the heart of the city, I stumbled upon the famous MUSINSA Pop-up Store.
At first, I just wanted to glance and move on. But the enormous sign covering the entire building and the long line of people outside stopped me. When I asked a staff member, they said, “Did you make a reservation?” Without one, there was no entry—already fully booked. I didn’t get in, but even from outside, the energy was unmistakable.
MUSINSA, a South Korean online fashion platform that curates and sells trendy streetwear brands, has rapidly grown into one of Asia’s most influential style communities. Its Shibuya pop-up spans three floors, featuring more than 80 Korean brands and over 2,800 fashion items. It’s not just a temporary shop—it’s an exhibition of K-fashion culture. Japanese media have called it “the largest of its kind,” and thousands of visitors showed up on the very first day.
When I was younger, I grew up under the influence of Japanese fashion. Now, I see Japanese youth fascinated by Korean style. Middle and high school students are learning Korean, wearing Korean fashion, and treating Korea as a country they want to visit, learn from, and emulate.
Seeing the large MUSINSA sign in the very center of Shibuya—the heart of Tokyo fashion—felt symbolic. The generational tide has turned. Where Korea once followed Japan, the young generation now looks to Korea for inspiration.
Fashion is more than clothing; it reflects confidence.
MUSINSA’s success in Japan signifies that Korea has become a cultural trendsetter. The fact that many K-POP artists’ outfits are featured in the store amplifies the synergy between music and fashion.
I hope this transformation continues beyond trends.
Through cultural exchange, Korea, Japan, and the world can build relationships grounded in mutual understanding. The long line outside MUSINSA wasn’t just for shopping—it was a sign of a new era, where generations and cultures meet and redefine what influence means.
Wonsuh Song (Ph.D.)
Full-time Lecturer, Shumei University / NKNGO Forum Representative
https://geographersong.jp/about/
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