BANGKOK–(BUSINESS WIRE)–Jun. 24, 2025
On June 19, 2025, KKV, a global trendy retail brand, opened a new store at Fashion Island Shopping Mall in Bangkok. On the opening day, KKV's unique spatial aesthetics, featuring a bright yellow container-style exterior and color-coded shelving for different product categories, combined with lively and fun performances, attracted hundreds of consumers to form long queues for check-in photos, demonstrating the brand's overwhelming popularity. Since entering the Thai market in October 2024, KKV has advanced its localized expansion at a rapid pace — having opened over 10 stores in key cities including Bangkok, Nakhon Ratchasima, and Hat Yai within less than a year. The brand has announced plans to continue investing in Thailand's core commercial districts and launch more new stores in 2025.
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Customers are lining up in front of KKV stores
KK Group also owns The Colorist (beauty product concept store) and X11 (trendy toy concept store). Its vision “Live without Boundaries” drives a global presence spanning 1,000+ stores in six countries. As the core brand, KKV embraces the philosophy of “exploring 100 lifestyles,” offering over 20,000 SKUs across eight categories, including trendy toys, home goods, daily essentials, cosmetics, and more, while actively exploring additional product possibilities.
Partnering with Local Giants to Unlock Thailand's Generation Z Market
As a key move in KKV's Southeast Asia strategy, the Thai market has demonstrated strong momentum since its expansion. So far, KKV has formed deep partnerships with top Thai commercial real estate groups such as Central Group, The Mall Group, and LH Mall&Hotel, securing locations in prime commercial districts of core cities like Bangkok and Hat Yai. Leveraging the partners' local operational expertise and customer flow advantages, KKV has rapidly connected with Thailand's young consumer group.
Recognizing Thai youth's enthusiasm for idol culture, KKV invited celebrities and KOLs as brand guests during its opening events. These promotional tactics generated strong fan participation, with vibrant on-site interactions that highlighted the powerful synergy between celebrity effects and Thai youth's passion for trendy experiences.
At the same time, KKV's brand positioning and diverse product offerings align perfectly with the threefold consumption preferences of Thai youth: “freshness,” “social appeal,” and “cost-effectiveness.” This makes KKV a go-to choice among the local Gen Z consumers.
Committed to Thailand, Advancing Market Strategy
Thailand's youth-driven population and rising consumption trends are fueling KKV's long-term growth. According to Kadence (2025), Gen Z makes up 20% of Thailand's population, with fashion retail and experiential spending growing at 5.2% YoY — way faster than the market average.
“The vibrant youth market and open-minded consumer culture in Thailand give us strong confidence in our long-term prospects,” said Rojen Wu, Chief Operating Officer of KK Group's international projects. “KK has always believed that the essence of trendy retail lies in resonating with lifestyles. We want KKV to be more than just a shopping destination for young people — it should be a hub where they express themselves and explore diverse ways of living.”
The rapid expansion of KKV in Thailand not only provides critical support for the brand's global strategy but also ignites innovative vitality in the local retail market. Industry insiders believe that by accurately tapping into youth consumption trends and deepening cooperation with leading local commercial groups, KKV will continue to lead the development and transformation of Thailand's trendy retail market.
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