KK Group Launches X11 In Malaysia, Marks Full Global Debut Of Core Brands

KUALA LUMPUR, July 22 (Bernama) -- China’s KK Group has officially launched its first overseas X11 store at Pavilion Bukit Jalil here, marking a major step in the group’s global expansion strategy.

The opening on July 10 also signified the first joint overseas debut of the group’s three core brands, KKV (premium lifestyle), The Colorist (beauty), and X11 (trend toys), under its vision of “Live a Life Without Boundaries”.

In a statement, KK Group said the launch attracted a strong turnout, with X11’s curated displays of trendy toys and well-known intellectual property (IP) merchandise drawing the interest of Malaysia’s Gen Z consumers.

The group also held a joint pop-up event for all three brands at Pavilion Bukit Jalil during the launch period, culminating in an official ribbon-cutting ceremony on July 12, which was attended by senior executives and business partners.

KK Group Chief Operating Officer of International Business, Rojen Wu noted that the company’s goal is to explore the infinite possibilities of trendy life with young consumers around the world stating: “We deeply respect local lifestyles and are committed to co-creating with young people.”

Malaysia is a key strategic focus for the group. The company has announced plans to ramp up investment and expansion in the region, with localised marketing and product assortments tailored to local tastes.

With Gen Z making up more than 30 per cent of the global population and driving a seven per cent annual growth in youth consumption, KK Group has crafted its brand messages—“100 LIFESTYLES”, “100 MAKEUP LOOKS”, and “100 FUN”—to align closely with this demographic’s values and preferences.

Targeting younger consumers, KK Group’s brands focus on different lifestyle segments, KKV promotes diversified daily living concepts, and The Colorist caters to beauty and makeup enthusiasts, while X11 features fashion-driven collectibles and toys.

The group aims to open 200 overseas outlets by the end of 2025 while strengthening its localisation strategies through tailored product offerings and marketing efforts suited to regional preferences.

Operating over 1,000 stores across six countries, KK Group is pursuing a dual strategy of global growth and local adaptation. The group has partnered with leading local firms in each of its international markets.

-- BERNAMA