When it comes to heading to Shenzhen to shop for clothes and shoes, plenty of travellers are still stuck on outlets and chain brands in shopping malls; but over the past two years Shenzhen has started to become the first stop in South China for Korean and Japanese trend brands. The latest case: Korea's biggest fashion and trend platform MUSINSA, together with its own basics label MUSINSA STANDARD, is moving into One Avenue in Futian, Shenzhen with a rare "two stores opening at once" format — the first store in South China and the second in the country, expected to open between September and October 2026.
This article explains the positioning of the two MUSINSA stores, how to get to One Avenue and how to navigate its floors, then adds the clusters of Japanese and Korean trend brands near Shenzhen Bay and Luohu, so you can plan your itinerary by checkpoint.
1. MUSINSA's double opening: location and positioning
| Item | Details |
|---|---|
| Brands moving in | MUSINSA and MUSINSA STANDARD |
| Store location | Central Avenue, One Avenue, Futian, Shenzhen |
| Scale | First store in South China, second in the country; two storeys, two brands opening together |
| Expected opening | September to October 2026 |
| Positioning | MUSINSA STORE is a multi-brand store for designer labels; MUSINSA STANDARD focuses on high-value basics and is dubbed the "Korean Uniqlo" |
MUSINSA STORE is like a physical showroom for Korea's hottest designer brands, focusing on GEN Z trends and the latest seasonal pieces; MUSINSA STANDARD is its in-house line launched in 2017, centred on basics such as T-shirts, sweatshirts, jeans, suits and knitwear at friendly prices. Visiting both means seeing "designer pieces plus basics" all in one go.
2. How to get to One Avenue, and how to navigate the floors
One Avenue sits at the heart of the Futian CBD and is a hub for Shenzhen's young people and trend-seeking crowds. Central Avenue is an open-plan street layout — comfortable to walk and great for photos.
- Location: around Fuhua 1st Road, Futian District (next to the Convention and Exhibition Center)
- Transport: Shenzhen Metro Line 1/4 to Convention and Exhibition Center Station, or Line 2 to Gangxia Station
- Opening hours: the mall runs about 10:00–22:00 (individual stores vary slightly)
- Other brands on site: besides MUSINSA, there is also RAIVE, a streetwear label favoured by Korean celebrities that moved in earlier — One Avenue has become Shenzhen's hub for Korean trends
Suggested plan: cross the border at Futian Checkpoint in the morning, take the metro to Convention and Exhibition Center Station, walk One Avenue for Korean brands, have lunch in the mall, then in the afternoon take the metro to Shenzhen Bay MixC or Guomao SPRING in Luohu, hitting several trend-brand clusters in one day.
3. From Shenzhen Bay Checkpoint: Japanese and lifestyle trend brands at Shenzhen Bay MixC
Phase 2 of Shenzhen Bay MixC opened in September 2025, covering 87,000 square metres with more than 500 brands, including first stores for Japanese and lifestyle names such as mont-bell and MUJI; the "Pink Avenue" in Phase 2 also has McDonald's first "McDonald's Art Museum" in the world, good for both shopping and photos.
- Location: around 1218 Haide 1st Road, Nanshan District (Houhai Station)
- Transport: Shenzhen Metro Line 2/11/13 to Houhai Station
- Opening hours: about 10:00–22:00 (Fridays and Saturdays until 22:30)
- Best for: Japanese outdoor gear, lifestyle goods, trend collaborations
4. From Luohu Checkpoint: Guomao SPRING and budget trends in Dongmen
The area around Luohu Checkpoint is the most affordable shopping district. Guomao SPRING is a renovation of the old Guomao Building mall, around 30,000 square metres, focused on youth trends, anime culture and crossover dining, plus South China's first professional esports-themed venue inside a mall; Dongmen Pedestrian Street, meanwhile, has plenty of budget clothing, shoe shops and Korean-style boutiques to browse at leisure.
- Guomao SPRING: around Renmin South Road, Luohu District, Metro Line 1 to Guomao Station, about 10 minutes from the checkpoint
- Dongmen Pedestrian Street: Metro Line 1 to Laojie Station, with budget clothing and shoe shops concentrated there
- Opening hours: Guomao SPRING about 10:00–22:00; most street shops in Dongmen stay open past 22:00
5. Where else in Shenzhen can you buy Japanese and Korean trend brands?
Besides One Avenue, Shenzhen has several other clusters of Japanese and Korean trends that you can visit along the way from your checkpoint:
- Nanshan Coastal City (Houhai Station): combines trend apparel, lifestyle goods and flagship cartoon IP stores; when you're done you can cross over to Shenzhen Bay MixC next door.
- MixC World (Hi-Tech Park Station): a large open-plan street-style mall in Nanshan with many designer brands and collaboration pop-ups, and a great atmosphere at night.
- UpperHills (Donggualing Station): an emerging commercial complex in Futian with a concentration of international brands and dining; at night you can head up to MO Bar for the night view.
All of these spots are directly reachable by metro, with food and sights alongside the shopping, making them suitable for a half-day to full-day itinerary.
Which of the three checkpoints to choose?
| Checkpoint | Where to go en route | What to buy |
|---|---|---|
| Futian Checkpoint | One Avenue (Convention and Exhibition Center Station) | Korean trend brands such as MUSINSA and RAIVE |
| Shenzhen Bay Checkpoint | Shenzhen Bay MixC (Houhai Station) | Japanese and lifestyle brands such as mont-bell and MUJI |
| Luohu Checkpoint | Guomao SPRING, Dongmen Pedestrian Street | Budget trends, anime culture, Korean-style boutiques |
FAQ
When exactly does MUSINSA open?
The officially announced estimate is September to October 2026, so it is currently "opening soon". Hoarding is already up at the mall; the actual opening date is subject to announcements on the official social accounts of MUSINSA or One Avenue.
How much cheaper are Korean brands in Shenzhen than in Hong Kong?
For basics (T-shirts, sweatshirts, jeans), Korean brands are generally priced in the mainland at 20 to 30 percent less than comparable imported Korean labels in Hong Kong; add occasional opening promotions and spend-threshold discounts at the mall, and the final bill can be even lower. Actual prices are subject to in-store tags.
What's the most convenient way to pay?
Most shops in large malls accept WeChat Pay and Alipay (the Hong Kong version of the wallet linked to a Hong Kong card works too), and credit cards are also accepted; small shops may only take mainland wallets, so carrying a little cash is a safe bet.
Practical tips
- The first two weeks after a new store opens are the busiest; if you want to try things on without queuing, go on a weekday afternoon.
- Opening periods usually come with "opening exclusive" items or spend-threshold discounts — remember to ask staff about promotions before paying.
- Korean brand sizing runs small, so always try before you buy rather than relying on online size charts.
- Prices differ a lot between outlets and full-price mall stores, so compare the same item at both.
- Returns and exchanges generally require the receipt and tags; most allow exchanges within 7 days but no refunds, so ask clearly before buying.
This article is compiled from August 2026 reports by Flyday, HK01, Sing Tao Headline and other media, along with public information from the mall and brands. Opening dates, brand mix, prices and promotions may change; before you set off, please refer to the latest official announcements from the brands and the mall.
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