KK Group, a retailer based in China, expanded its operations into four Southeast Asian countries in 2024.

The company, which targets younger consumers, operates nearly 30 stores throughout the region under its main lifestyle brand, KKV, and its makeup brand, The Colorist.

The first KKV store in Malaysia opened early in 2024.

This was followed by expansions into Thailand in October, Vietnam in November, and the Philippines in December.

Additionally, The Colorist introduced its first overseas store in Malaysia in December.

In 2025, KK Group plans to launch its pop culture brand, X11, in Southeast Asia. The company aims to enter Singapore in the first half of the year.