KUALA LUMPUR, Malaysia--(BUSINESS WIRE)--KK Group, a China-based trend retailer targeting younger generations, is rapidly expanding its footprint across Southeast Asia. With its lifestyle brand KKV and makeup brand The Colorist, the group successfully entered four Southeast Asian countries in 2024. Currently, the company operates more than 1,000 stores in over 200 cities across China.
Unprecedented Growth Across Southeast Asia
KK Group embarked on an ambitious expansion in 2024. KKV, known for its “good to shop, good to play, and good-looking” brand concept, led the charge in this international expansion in Southeast Asia at an unprecedented pace — entering one new country every month. The brand established a strong presence in Malaysia early in 2024, followed by Thailand in October, Vietnam in November, and the Philippines in December. In addition, the first overseas store of The Colorist was opened in Malaysia in December.
This rapid growth underscores KK Group’s strategic focus and capability to quickly penetrate new markets. However, sustaining long-term, stable growth in these markets will require overcoming challenges in the future.
“KKV Light Your Christmas Stars” Ignites Consumer Excitement
To celebrate a year of remarkable achievements and also to further strengthen its connection with consumers, KKV hosted a spectacular Christmas event, "KKV Light Your Christmas Stars." The event drew tens of thousands of visitors, and generated 100 million online views.
Each star represents a unique lifestyle. By connecting these stars, KKV hopes to bring more joyful and memorable moments to people everywhere, creating a world filled with the art of living. “At KKV, everyone can find a lifestyle that suits them,” remarked one consumer, he added," this star-studded Christmas experience at KKV is unforgettable.”
Vision for 2025 and Beyond
As of December 2024, KK Group’s presence in Southeast Asia has approached 30 stores, including KKV and The Colorist 2 brands.
Looking ahead, the group has set ambitious goals. Its pop culture brand X11 is estimated to make its debut in Southeast Asia in 2025, while KK Group plans to enter the Singapore market in the first half of 2025. As the number of stores under its three flagship brands—KKV, The Colorist, and X11—continues to grow, KK Group’s ability to adapt its product structure to local consumer preferences, maintain stable store operations, and ensure the profitability of individual stores will depend on continuous research and strategic exploration by the international team. Beyond Southeast Asia, the team is also conducting comprehensive research to explore opportunities and drive new breakthroughs in regional development.
To achieve these goals, KK Group is committed to enhancing consumer loyalty through respecting local cultures, understanding local markets, optimizing product structure, and strengthening partnerships with local partners. This strategy reflects the group’s confidence in the potential of the global retail market and its determination to be a long-term participant in Southeast Asia.
