Miffy marks a significant milestone in Korea with the launch of the new ‘Miffy Store Seoul,’ situated in Seongsu, a district renowned for its influence on trends and culture.

Seongsu has rapidly evolved into a hub for emerging brands. Sinki is the long-term licensee for the existing Miffy stores in Busan and Gyeongju. The company strategically positioned the new Miffy store in Seongsu to maximize visibility among younger, trend-sensitive audiences. The result is a retail space that goes beyond traditional merchandising. It offers visitors an immersive environment where brand identity and physical experience are seamlessly connected.

The store features concise selections of Miffy stationery, lifestyle goods, collectibles, and Korea-exclusive items created with local partners. This approach reflects Sinki’s market insight, balancing global consistency with local adaptation.

Miffy, Now Synonymous With the Youth of Korea

This opening has been supported by Seoul Merchandising Company (SMC), in collaboration with Mercis bv, the global rights owner of Miffy. SMC is the exclusive licensing agent for Miffy in Korea, and a long-standing partner responsible for local brand development and licensing strategy. Building on this momentum, SMC has accelerated its efforts to expand Miffy’s presence in Korea through both retail and licensing initiatives.

In 2027, SMC will celebrate its 30th anniversary, marking its extensive track record in managing and expanding character IP in Korea. This milestone underscores the company’s long-term commitment to sustainable brand development and demonstrates SMC’s ability to adapt to evolving market dynamics.

Looking ahead, SMC plans to further strengthen Miffy’s retail footprint by expanding into key regional cities. Specifically, a new store in Busan is currently under consideration, and SMC is evaluating additional opportunities in other major Korean locations as part of its broader expansion strategy.