Korean fashion platform MUSINSA appoints SEA digital partner

Korean fashion platform Gushcloud International has appointed MUSINSA as SEA digital partner to provide marketing services as MUSINSA enters Southeast Asia to accelerate its international growth. The move rides the wave of global interest in Korean culture, particularly in K-dramas, K-Pop, Korean food, beauty and fashion. In Southeast Asia, Korean dramas are the largest consumed online video content category according to an analysis by Media Partners Asia. 

With this rapid rise in popularity, MUSINSA, a unicorn company valued at over 2.3 trillion won (about US$1.8 billion) in Korean fashion-related eCommerce, aims to bring Korean fashion overseas with the MUSINSA Global Store.

With deep insight and a strong network in Southeast Asia, Gushcloud has been partnering with MUSINSA to deliver the most localised contents aligning with their core branding messages. 

MUSINSA Global Store presents current Korean fashion trends, including Seoul fashion from casual, street style and contemporary to luxury, sports and beauty. The store has curated more than 200 to 300 brands such as MARDI MERCREDI, LOW CLASSIC, AECA WHITE, ACME DE LA VIE and COOR, the leading fashion brands in Seoul. 

This October, MUSINSA global shared greeting messages from the most trendy Korean celebrities for MUSINSA’s global launch. Fans were able to hear the artists’ thoughts on fashion and purchase all outfits which were featured in the videos.

Gushcloud specialises in cross-border engagement services since its expansion into 11 countries. Previously, the company focused on cross-border live commerce with Shinsegae Duty Free to launch the first-ever “Asean Live Commerce Festival”, during which cross-culture influencers broadcast to five countries in real-time and sold a record US$100K worth of Korean lifestyle products. 

Gushcloud’s latest effort was a cross-border ambassadorship for Korean actor Hyun Bin and Gushcloud’s client Sinarmas Sekuritas in Indonesia.

Gushcloud International has appointed popular content creator and founder of Night Owl Cinematics, Sylvia Chan, as the regional head of content and IP in Asia and Diana Koh to lead Gushcloud's commerce operations, reported by MARKETING-INTERACTIVE this morning. 

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