{"id":255365,"date":"2026-04-03T23:19:48","date_gmt":"2026-04-03T14:19:48","guid":{"rendered":"https:\/\/tenbizt.com\/en\/news\/uncategorized\/2026\/04\/03\/revitalizing-seoul-s-fashion-scene-musinsa\/"},"modified":"2026-04-15T16:46:01","modified_gmt":"2026-04-15T07:46:01","slug":"revitalizing-seoul-s-fashion-scene-musinsa","status":"publish","type":"post","link":"https:\/\/tenbizt.com\/en\/news\/beauty\/2026\/04\/03\/revitalizing-seoul-s-fashion-scene-musinsa\/","title":{"rendered":"Revitalizing Seoul&#8217;s Fashion Scene: How Musinsa&#8217;s &#8216;Back to Seoul Forest&#8217; Project is Transforming Retail in 2026"},"content":{"rendered":"<p>Translation result <\/p>\n<h2 class=\"subview_title\">Food-focused district retools around fashion<br \/>Shopping instead of brunch draws visitors<br \/>Empty alleys revived by Musinsa&#8217;s energy<br \/>Creating a global fashion destination that grows with the neighborhood<\/h2>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/04\/CP-2023-0067\/image-7d7f20b4-aa2a-4c2b-b1ae-0f4057ea4319.jpeg\" alt=\"&nbsp;  Photo by Minju Hwang minchu@On the afternoon of the 3rd, Musinsa Space in Seongdong-gu, Seoul, hosted a pop-up caf\u00e9 in collaboration with artist Code Kunst.\" \/><figcaption>&nbsp;  Photo by Minju Hwang minchu@On the afternoon of the 3rd, Musinsa Space in Seongdong-gu, Seoul, hosted a pop-up caf\u00e9 in collaboration with artist Code Kunst.<\/figcaption><\/figure>\n<p>Musinsa is reshaping the Seoul Forest \\&#8221;Atelier-gil\\&#8221; stretch into a fashion- and lifestyle-focused lane to breathe new life into the neighborhood. The plan is to transform a food-dominant strip into an offline hub for up-and-coming brands and keep visitors lingering longer.<\/p>\n<p>At 1 p.m. on the 3rd, Seoul Forest Atelier-gil in Seongdong-gu was buzzing. Musinsa had kicked off its \\&#8221;Again, Seoul Forest\\&#8221; project. The area first gained attention after the old Seoul Racecourse site became Seoul Forest in 2005. Quiet red-brick houses gradually filled with ateliers and galleries, earning the nickname Atelier-gil.<\/p>\n<p>But lately people have been flocking mainly to cafes and restaurants, and the commercial scene stalled. As of Q4 2025, daily foot traffic averaged 3,086 people \u2014 only about a quarter of nearby Seongsu-dong\u2019s cafe street. Foot traffic also plunged by 41,309 people compared with the prior year.<\/p>\n<p>To address that, Musinsa is redefining the district\u2019s identity. The company bought or leased long-vacant storefronts and offered space to promising brands. It plans to roll out roughly 20 brand stores in phases through the first half of 2026.<\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/04\/CP-2023-0067\/image-3c1b51a9-f1a7-4a14-8a5b-9f239a95488e.jpeg\" alt=\"&nbsp;  Photo by Minju Hwang minchu@At Musinsa Space Seoul Forest on the afternoon of the 3rd, singer Code Kunst (Cocoon) brewed coffee at a private pop-up coffee studio by Cocoon.\" \/><figcaption>&nbsp;  Photo by Minju Hwang minchu@At Musinsa Space Seoul Forest on the afternoon of the 3rd, singer Code Kunst (Cocoon) brewed coffee at a private pop-up coffee studio by Cocoon.<\/figcaption><\/figure>\n<p>Visitors we spoke with could clearly tell the difference between Seongsu-dong\u2019s active shopping scene and Seoul Forest. Cha-eun Lee, who came from Suwon, said, \u201cI usually go to Seongsu-dong a lot.\u201d She added that she visits for brand pop-ups and shopping.<\/p>\n<p>\u201cI come to Seoul Forest less often,\u201d she said. \u201cHere I usually brunch and hop between popular restaurants.\u201d She pointed to a lack of shopping options and said she\u2019d come more often if more stores opened.<\/p>\n<p>A couple from Gaepo-dong, Mr. Kang and Ms. Han, echoed that. Because the husband works in Seongsu-dong, they visit there frequently. \u201cIn Seongsu-dong we check out pop-ups, little shops and curated stores,\u201d they said.<\/p>\n<p>\u201cWe mostly came to Seoul Forest to eat,\u201d they added. \u201cLately it\u2019s felt dead, so we haven\u2019t come much.\u201d They welcomed Musinsa\u2019s initiative. \u201cIt\u2019s great to see Musinsa trying to revive this area. Next time we\u2019ll come to shop, too.\u201d<\/p>\n<p>Musinsa aims to open about 20 fashion and lifestyle concept stores in phases through the first half of 2026, extending the fashion energy concentrated on Yeonmujang-gil in Seongsu-dong into the Seoul Forest retail strip.<\/p>\n<p>The company said it plans to knit together a new cultural belt, leveraging Seoul Forest\u2019s closeness to Seongsu-dong and its leafy setting. Beyond corporate growth, Musinsa intends to work with local government on a public-private partnership model to strengthen the neighborhood\u2019s economic resilience.<\/p>\n<p>Nine stores are already operating, and three more will open this month. Each shop is designed as a concept store where visitors can step into the brand\u2019s world. Openings include Freight, Yurt, General ID, Lookcast, Have a Whale, Goyo Wear and Sabre Paris. Maison Plejang and Puma opened this week. GBH and Musinsa Run are scheduled to open later this month.<\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/04\/CP-2023-0067\/image-685de0a8-70c0-4463-95ba-3490930c6665.jpeg\" alt=\"&nbsp;  Photo by Minju Hwang minchu@A storefront of \\'Yurt\\' on Seoul Forest Atelier-gil in Seongdong-gu on the afternoon of the 3rd.\" \/><figcaption>&nbsp;  Photo by Minju Hwang minchu@A storefront of &#8216;Yurt&#8217; on Seoul Forest Atelier-gil in Seongdong-gu on the afternoon of the 3rd.<\/figcaption><\/figure>\n<p>Brands moving in say they\u2019re optimistic. Kim Young-min, head of Yurt, said cost was the biggest reason they accepted Musinsa\u2019s offer. \u201cThese days, key money in Seongsu and Hannam is really high and the burden was huge,\u201d he said. \u201cThe Musinsa project helped ease that worry.\u201d<\/p>\n<p>Kim added, \u201cWe\u2019re tracking visitor numbers by time of day, including foreigners. On weekends we see about 300\u2013400 people.\u201d He noted most are window shoppers rather than immediate buyers. \u201cThat doesn\u2019t convert to sales right away, but the exposure builds brand awareness and should drive revenue over time,\u201d he said.<\/p>\n<p>Musinsa is also running a campaign to activate the district. From the 3rd it launched a ten-day \\&#8221;Again, Seoul Forest\\&#8221; campaign with 24 partner brands to offer visitors fresh experiences. Musinsa Space hosted a pop-up caf\u00e9 in collaboration with Code Kunst. The initiative is rooted in community collaboration: Musinsa signed a mutual-growth pact with Seongdong District Office to boost the local economy\u2019s ability to sustain itself and create shared value with the neighborhood ecosystem.<\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/04\/CP-2023-0067\/image-ae3a0caf-17fa-4589-b1e1-62008e75fa51.jpeg\" alt=\"&nbsp;  Photo by Minju Hwang minchu@Citizens walk past the Again, Seoul Forest sign installed on Atelier-gil in Seoul Forest, Seongdong-gu, on the afternoon of the 3rd.\" \/><figcaption>&nbsp;  Photo by Minju Hwang minchu@Citizens walk past the Again, Seoul Forest sign installed on Atelier-gil in Seoul Forest, Seongdong-gu, on the afternoon of the 3rd.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Musinsa revitalizes Seoul Forest Street, shifting focus from food to fashion, enhancing visitor experience and local synergy.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/contents-cdn.viewus.co.kr\/image\/2026\/04\/CP-2023-0067\/image-7d7f20b4-aa2a-4c2b-b1ae-0f4057ea4319.jpeg","footnotes":""},"categories":[278094],"tags":[],"class_list":["post-255365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Revitalizing Seoul&#039;s Fashion Scene: How Musinsa&#039;s &#039;Back to Seoul Forest&#039; 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