ACX Retail, a newly established retail platform under Ayala Corp. designed to introduce selected global brands and innovative retail concepts to the Philippines, has signed an exclusive distribution agreement with MUSINSA Co., Ltd. to bring the South Korean fashion label MUSINSA STANDARD to the Philippine market.

MUSINSA operates one of South Korea's largest online fashion platforms, and MUSINSA STANDARD serves as its in-house brand focused on wardrobe essentials. The exclusive partnership with ACX Retail marks the label's entry into the Philippines, part of a broader wave of Korean consumer brands expanding across Southeast Asia as K-fashion gains traction alongside the region's growing appetite for Korean pop culture.

The partnership aims to capture rising local demand for Korean fashion, as Filipino consumers increasingly seek out brands that deliver style, quality, and versatility, the companies said.

"The Philippines is a strategically important market with significant growth potential, driven by strong interest in Korean fashion among young consumers," said Park Junyoung, Chief Global Officer at MUSINSA. "Through our close collaboration with ACX Holdings, which brings deep local market expertise and proven retail capabilities, we will further strengthen the competitiveness of MUSINSA STANDARD and deliver a distinctive K-fashion experience to consumers in the Philippines."

In South Korea, MUSINSA STANDARD's growing store network draws more than 28 million visits annually, according to ACX Retail. The brand specializes in basics, outerwear, and everyday essentials intended to transition seamlessly from work to leisure and daily life.

The retailer also intends to tailor its product offerings to suit Philippine living conditions and climate.

"As MUSINSA STANDARD grows from Seoul into global markets, we adapt our products and styles to fit the character of each region," said Kim Jihoon, Design Director at MUSINSA STANDARD. "In the Philippines as well, we combine the sensibility of K-fashion design with functional materials suited to local living and climate, introducing MUSINSA STANDARD's new styles under the concept of 'Feeling Cool, Looking Cool' — comfortable to wear, and stylish to look at."

Ayala Corp., one of the Philippines' largest and oldest conglomerates with established interests in retail through its Ayala Land and AC Logistics units, said the partnership is part of a broader effort to expand access to internationally recognized retail concepts within the Philippine market. ACX Retail represents a newer vehicle for that strategy, focused on bringing foreign brands into the country through partnerships with established global operators.

ACX Retail's chief retail officer is Rohit Kohli, according to a correction issued separately by the company's public relations team.

Shares of Ayala Corp. climbed 1%, or P5, to close at P505 each on Tuesday.

— Juliana Chloe A. Gonzales