SEOUL, November 18, 2025 — Korean fashion companies are accelerating their push into the Chinese market, a pivotal move driven by the country's immense size—accounting for 20% of the global apparel industry—and a burgeoning demand for K-fashion, particularly among the MZ generation. China is once again emerging as a critical growth engine for the Korean fashion sector.

A prime example of this renewed strategic focus is 'Dunst,' a clothing brand under LF subsidiary, Citydots. Dunst announced the opening of a large-scale pop-up store, spanning approximately 204 square meters (62 pyeong), in Shanghai's prime shopping district, Huaihai Zhong Road. The pop-up, which runs from November 15 of this year until January 14, 2026, showcases over 200 items from its 25FW (Fall/Winter) collection, including coats, jackets, and knitwear.

Dunst's proactive engagement in the Chinese market began in the first half of last year with the establishment of a Shanghai corporation. Since then, the brand has successfully entered major local e-commerce platforms, including Tmall Global, Douyin Shop, and Xiaohongshu Shop. Its efforts are already paying dividends; as of November 1, the brand was ranked in the top 1% of Tmall's women's clothing category and among the top 20 foreign women's brands.

Broader Industry Expansion 

The Chinese expansion is not limited to Dunst; other major Korean fashion players are making significant inroads.

Fashion platform Musinsa is set to launch both its private brand (PB) flagship store, 'Musinsa Standard,' and its multi-brand offline shop, 'Musinsa Store,' in Shanghai before the end of the year. The platform has ambitious plans for further expansion in the first half of next year, targeting three additional locations: Nanjing East Road, Xujiahui, and Hangzhou.

Meanwhile, Kolon FnC’s luxury golf wear brand, G/FORE, opened its first mainland store in Shenzhen in April, followed by a new store opening in Beijing earlier this month, tapping into the growing premium sportswear segment.

The Allure of China’s Market 

The primary driver behind the fashion industry's renewed attention is the sheer scale of the Chinese market. Despite recent concerns over a domestic consumption slowdown, the apparel market remains the world’s largest. Global market research firm Fortune Business Insights estimates that the Chinese apparel market is valued at $361.75 billion (approximately 530 trillion KRW) this year, representing a substantial 20% share of the $1.804 trillion global apparel market.

Furthermore, a perceived thaw in diplomatic relations between South Korea and China is helping to improve the competitive position of Korean brands, which had been significantly curtailed following the 2016 THAAD controversy.

Digital Trends Fuel K-Fashion Demand 

The evolution of consumer trends within China is also creating a significant opportunity for Korean companies. The rapid proliferation of social media and live-streaming-based online shopping among China's 20- and 30-somethings (the MZ generation) has dramatically increased the exposure and accessibility of K-fashion brands.

An LF representative noted, "The combination of increased online spending by Chinese MZ consumers and a heightened interest in K-brands has enabled Dunst to quickly establish a foothold in the market."

This growing demand is quantitatively reflected in trade data. According to the Korea Customs Service, the value of Korean clothing exported to China surged by over 45%, rising from $375.12 million in 2020 to $545.56 million last year, underscoring the sustained upward trajectory of K-fashion’s influence.

The latest wave of high-profile store openings and market entries signals that Korean fashion is placing a major strategic bet on China, positioning the country as the frontline for future global growth.