Mumuso plans Argentina launch and franchises beyond Buenos Aires

Mumuso is preparing to enter Argentina with a plan combining company-owned shops in the Buenos Aires Metropolitan Area (AMBA) with future franchise expansion elsewhere in the country. The Chinese-origin, Korean-inspired chain plans to start with two or three shops in shopping centres while developing the terms for bringing local operators on board.

First company-owned shops in Greater Buenos Aires

According to a report published by iProfesional on 9 November, the decision to enter the Argentine market was made in early 2026. Iván Tucuna, Mumuso’s general manager, explained that the company is negotiating with shopping centres in the City of Buenos Aires and its surrounding suburbs to secure its first locations.

The company expects to finalise those locations by late November. That timeframe refers to securing retail premises and does not mean the shops will open during that month. For now, negotiations with shopping centres remain ongoing.

The initial plan involves two or three shops operated directly by the company. An online sales channel is also planned to extend its reach.

Growth will be gradual and will depend on both consumer response and market conditions. Mumuso hopes to accelerate its expansion in 2027 if the first shops meet expectations. This is therefore a projection conditional on the initial phase’s performance, rather than a confirmed opening schedule.

What products the chain will offer

Mumuso’s range covers homeware, beauty products, accessories and everyday items. This variety defines the retail proposition the company intends to bring to Argentina.

Although the company has announced its broad product categories, it has not yet released the final range for its first Argentine shops. Nor has it announced local prices. It is therefore not yet possible to specify which products will be available at launch or how much they will cost.

Shopping centres are central to the announced plan: both the first company-owned shops and the preferred profile of future partners are linked to this type of location. However, with negotiations still under way, the shopping centres that will host the brand have yet to be identified.

Franchise model in development for other cities

For Argentina’s franchise sector, the key development lies in the project’s second phase. While Mumuso plans to operate its shops directly in Buenos Aires, it is considering expansion through franchisees in other cities.

Córdoba is among the markets the company considers attractive. Company representatives visited the city during 2026 and highlighted its commercial potential, although there is no planned opening date there yet. Interest in the market does not, at this stage, amount to confirmation of a shop.

The franchise model remains under development. Mumuso has not yet disclosed the investment required to open a shop, the minimum floor area, the initial franchise fee or the royalties future operators would pay. These terms will need to comply with the parent company’s guidelines.

The search will focus on partners with commercial experience, preferably those with links to retail premises in shopping centres. This profile indicates the type of operator the company wants to recruit, but it does not replace the financial and operational terms that have yet to be defined.

Uruguay as a regional reference point

Mumuso has experience in neighbouring Uruguay, where it operates nine company-owned shops and two franchises. It also plans two further openings outside that country’s capital. This combination of company-owned and franchised shops provides a regional precedent for the model being considered for Argentina.

According to the company, Uruguay serves as a reference point because of certain similarities in consumer habits and customer profiles. However, those figures describe its Uruguayan operation: they do not represent investment commitments or opening targets for Argentina.

The next concrete milestone to watch will be confirmation of the first locations in Greater Buenos Aires. For those considering a franchise elsewhere in Argentina, the decisive stage will be the release of the franchise model and its requirements.

In practice: before estimating an investment, prospective franchisees should wait for the official franchise terms and distinguish between cities under consideration, confirmed shops and actual opening dates.