X11 to Launch in Indonesia This December
KK Group, one of China’s leading lifestyle retail groups, today announced its official return to the Indonesian market, with a three-brand portfolio set to be introduced in phases starting this December. The relaunch marks the beginning of a long-term expansion plan that will see KK Group build a large-scale, multi-brand footprint in Indonesia.
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KKV Malaysia Flagship — Bukit Bintang Store Exterior View
Founded in China, KK Group has developed an extensive lifestyle retail network across its home market and Southeast Asia, serving predominantly young, urban consumers. The Group operates more than 1,000 stores in over 200 cities across China and more than 150 stores in Southeast Asia, focusing on experiential, design-led retail formats that combine product curation with visual merchandising and in-store engagement.
KK Group’s portfolio currently includes three core brands. KKV, the Group’s most widely recognized lifestyle brand in markets such as Indonesia, is a premium lifestyle concept offering over 20,000 SKUs across home goods, stationery, food and fashion, positioned as a destination store for everyday lifestyle needs. THE COLORIST is a large-scale beauty collection brand featuring international and local cosmetics and skincare labels in an experiential, color-driven environment. X11 is a trend culture concept store dedicated to art toys, anime collectibles and pop culture creativity, built around IP-driven products, immersive displays and youth-focused store design.
X11 will be the first brand to launch in Indonesia in December 2025. In the first wave, X11 will adopt a multi-city rollout covering Greater Jakarta, major hubs in Java, East Java’s economic centers, Bali and selected island markets, creating new trend culture destinations for young Indonesians.
KK Group’s three brands already operate in multiple Southeast Asian markets, where they have established a strong following among young shoppers. The Group’s flagship stores in Malaysia and Vietnam have attracted significant attention from consumers and local influencers, reflecting growing demand in the region for lifestyle retail concepts that combine product variety, visual identity and in-store experience.
Looking ahead, KK Group plans to introduce KKV and THE COLORIST to Indonesia in 2026 as part of a broader regional strategy. Over time, the Group aims to build a network of more than 500 stores across its three core brands in the Indonesian market. In addition, KK Group’s new pet-focused concept, PET TRIBES – which has recently launched in China – together with other potential partner brands, is being evaluated for future introduction to Indonesia to further enrich its multi-brand matrix. In the longer term, KK Group envisions operating more than 1,000 stores in Indonesia under this matrix, positioning the country as one of its most important international growth hubs.
“Indonesia has always been a key market for us in Southeast Asia,” said Rojen Wu, COO of KK Group International Business. “With KKV, THE COLORIST and X11, we are committed to building a comprehensive lifestyle retail ecosystem and bringing a refreshed retail experience to Indonesian consumers.”
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“Indonesia has always been a key market for us in Southeast Asia. With KKV, THE COLORIST and X11, we are committed to building a comprehensive lifestyle retail ecosystem and bringing a refreshed retail experience to Indonesian consumers.”
