RetailMusinsa, SM Entertainment among South Korean brands opening storesSouth Korea's Musinsa has opened its first Musinsa Standard location in Shanghai. (Photo by Tomoko Wakasugi)TOMOKO WAKASUGIJune 6, 2026 07:53 JSTSHANGHAI -- South Korean consumer brands are moving into China, aiming to gain a foothold by riding tailwinds from improving bilateral ties and growth in Chinese tourist traffic to South Korea.Read NextBusiness trendsSouth Korea firms enter Japan at record clip amid US-China tensionsMedia & EntertainmentBTS comeback to fuel a K-pop concert-led boom in 2026ArtsSeoul's National Museum rides the Korean waveMedia & EntertainmentBTS live comeback rocks Netflix charts but falls short on Seoul's streetsMedia & Entertainment'KPop Demon Hunters' wins best animated feature OscarBusiness AsiaHow China's Anta joined Nike and Adidas on the world sportswear podiumRetailJapanese fashion brands step up expansion beyond Uniqlo in BangkokLatest on RetailRetailJapan's Don Quijote to launch black-and-white label in ink shortage gambitRetailShareholders in Thailand's CP All reject group-led restructuringRetailThai conglomerate CP faces internal dispute over finance business