👕 K-Fashion’s Comeback in China: T-Shirts, Glasses, and a New Korean Wave
Published: July 9, 2025 | Reporter: Kandai Sun-a & Junho
“T-Shirts, Glasses, and Koreans” — a new wave of K-Fashion is sweeping across China, signaling a powerful return of Korean brands to one of the world’s most competitive fashion markets.
🇨🇳 From Tomb to Triumph: The Revival of K-Fashion in China
Once referred to as the “graveyard of Korean fashion,” the Chinese market is now witnessing a resurgence of Korean style. While earlier attempts by major Korean brands like Samsung C&T’s “8 Seconds” failed to impress local consumers, the tide is turning.
🤝 Musinsa Partners with Anta Sports
Musinsa, a leading Korean fashion platform, has formed a joint venture with China’s largest fashion brand, Anta Sports. The partnership is notable: Musinsa holds 60% ownership, a rare scenario where a foreign company holds the majority stake in a Chinese JV.
This move will enable Musinsa to launch its offline store in Shanghai later this year, showcasing key K-fashion lines like Musinsa Standard. With Anta’s expansive logistics network, the partnership aims to aggressively expand both online and offline presence across China.
🌟 K-Fashion Hits the Streets
Anta Sports, ranked third globally after Nike and Adidas, plans to diversify its portfolio by entering the casual and streetwear market through this partnership. This marks a strategic shift from their usual collaborations with domestic sports brands such as Kolon and Fila.
🚀 IPO and Ransom Strategy
To boost its value ahead of a planned IPO, Anta Sports invested 50 billion won to acquire a stake in Savior, further proving its intent to dominate beyond sportswear. The aim is to showcase the potential of global expansion and increase perceived valuation.
💬 Growing Chinese Love for K-Fashion
The popularity of brands like Mardi Mercredi, MACH&MACH, and Gentle Monster is on the rise among Chinese youth. Wearing K-fashion has become a cultural signal, especially among the MZ generation.
In May, Musinsa reported strong foreign sales from its Musinsa Standard stores, with Taiwan (15.7%) and the U.S. (12.4%) leading — and a rising number of Chinese consumers showing increased interest in Korean fashion.
📈 Fashion Export Growth
According to Korea Customs Service, Korean fashion exports rose by 45.4% from $375.2 million in 2020 to over $545 million in 2024. This growth is prompting Korean brands to re-enter the Chinese market with renewed strategy and style.
🏬 Expansion by Korean Brands
Samsung C&T launched its high-end brand “Junji” in top-tier Chinese department stores like SKP and REEL. Mardi Mercredi now operates over 30 stores across Beijing, Shanghai, and Hangzhou. MACH&MACH is also preparing for its mainland China debut.
As one industry expert noted, “T-shirts from Mardi Mercredi, sunglasses from Gentle Monster—these are no longer niche trends but symbols of status and fashion in modern China.”