ChinaKK Groupthe lifestyle brand under its umbrellaKKVwill make an official visit to Vietnam fromJanuary 18in Ho Chi Minh Cityat 28 Le Loi Street in District 1opened its second store in the world, aglobal flagship store. In a prime location close to Saigon Centre, it's a "100 Lifestyles" concept store that rolls out about20,000 SKUs across 8 categoriesall at once. Its motorbike-themed parking staging, "Colorful KKV Moto Park," became a talking point, and ahead of the Tet holidays it phased in5,000 new products.Business WireandVietnam Investment ReviewHere we organize its aims based on local reporting.
28 Le Loi Street in District 1—a flagship launch aimed at the Tet shopping season
The new store is on28 Le Loi Streetin District 1, Ho Chi Minh City, a main street within walking distance of Saigon Centre. Easily accessible from Ben Thanh Market and the Le Thanh Ton area with its many Japanese tourists, andbefore the Tet holidays (Lunar New Year), with the aim of capturing spending from both tourists and locals.
KKV operatesover 1,000 storesin China andover 150 storesin Southeast Asia, but this is the second store in the world it positions as a global "flagship."The first store opened in mainland China in 2024,positioning Vietnam as "the next core."
The full picture of "100 Lifestyles" and 20,000 SKUs
championed by KKV"100 Lifestyles (100 ways of life)"is a strategy that finely divides living categories and covers everything from goods, cosmetics, and snacks to hobbies in a single store. The new flagship rolls out about20,000SKUdivided into the following eight categories.
| Category | Main products | Positioning |
|---|---|---|
| Trend toys | Blind boxes / plush toys / figures | A draw for Gen Z |
| Beauty | Cosmetics from Korea, China, and Vietnam | Targeting women in their 20s-30s |
| Food and snacks | Imported sweets / gummies / drinks | Catering to Tet gift demand |
| Daily necessities | Kitchen goods / storage | Local family segment |
| Stationery | Korean-style stationery / planners | Students and office workers |
| Home appliances / small gadgets | Earphones / lights / humidifiers | For Tet gifts |
| Apparel accessories | Socks / hair accessories / bags | Low-priced repeat purchases |
| Seasonal products | Tet decorations / Lunar New Year packaging | The core of the 5,000 new products |
Timed to the busy period before Tet, it takes a strategy of phasing in5,000 new products,beefing up gift packaging and Lunar New Year decorations. The difference from the first store lies in greatly increasing thevolume of response to Vietnam's unique seasonal demand.lies in having greatly increased them.
"Colorful KKV Moto Park" becomes a local landmark
The biggest feature of the new flagship is the"Colorful KKV Moto Park," which decorates the parking area with a motorbike theme.Turning Ho Chi Minh City's emblematicmotorbike cultureto its advantage, it's a device that becomes a photo spot even before you enter, aiming for a spreading effect on social media.
Regarding this opening, KK Group COO Rojen Wu positioned Vietnam asa "strategic core market in Southeast Asia"and indicated a policy of expanding from the current 20 stores to a50-store setupwithin the year. Across the group as a whole, it targetsover 300 stores in Southeast Asia and over 500 globallywithin 2026.
Reactions on social media and from local diners
"The new KKV on Le Loi is convenient, just a walk from Saigon Centre.Moto Parktook photos before going in, and got all my pre-Tet gifts here." (Threads, paraphrased post from a woman in her 20s living in Ho Chi Minh City)
"The 20,000 SKUs weren't just a rumor. I spent two hours on the first floor alone, and in the end spent over 50,000 VND on cosmetics on the second floor." (Facebook, paraphrased post from a man in his 30s on a business trip from Hanoi)
"Pop Mart, MINISO FRIENDS, and KKV have gathered within walking distance. District 1 of Ho Chi Minh City is becoming Southeast Asia'sIP-goods holy land." (X, paraphrased post from a food blogger living in Singapore)
From Vietnamese users, many voices say"Le Loi has become a new shopping route,"and among younger people, comments like "I got all my Tet lucky-money gifts done here" stand out.
Impact on Japanese tourists
Le Loi Street is a main street running east-west through District 1 of Ho Chi Minh City, within walking distance of Ben Thanh Market, the Municipal Theatre, and Saigon Centre, and it'san area Japanese tourists are sure to pass through.The new flagship is also just a few minutes' walk fromBen Thanh Stationon Metro Line 1 (Ben Thanh to Suoi Tien, opened at the end of 2024), making it easy to work into a shopping route within an hour of the airport.
The trend toys and cosmetics in the store center onbrands from China, Korea, and Vietnamnot yet released in Japan, matching souvenir demand too.After Tan Son Nhat International Airport's support for the digital arrival card,entry into Ho Chi Minh City is also smooth, and2-3 hours of focused shopping, you can put together an itinerary that is complete within it.
Ripple effects on the industry and society
With KKV's flagship launch, the area around District 1 of Ho Chi Minh City—Pop Mart's IP-focused store,MINISO's new formats and the like—is becoming a hub of Chinese-originexperiential lifestyle retail.Local chains are also rushing to expand higher-priced lines as a countermeasure, and"2025-2026 is a period of simultaneous, multi-point openings of Chinese-origin goods formats in Vietnam."That's how it's positioned.
KK Group plans to expand its three brands—KKV, THE COLORIST, and X11—to over 300 stores in Southeast Asia within 2026, with Vietnam as50-store setupBy year-end,Hanoi, Da Nang, and Hai Phongand other cities are also in view for flagship-class openings, and negotiations with real estate developers in each city are already underway.
Practical information to grasp before visiting
| Item | Details |
|---|---|
| Shop name | KKV Vietnam Global Flagship Store |
| Address | 28 Le Loi, Ben Nghe Ward, District 1, Ho Chi Minh City |
| Opening date | January 18, 2026 |
| Format | KKV's second global flagship store in the world |
| Number of SKUs | About 20,000, across 8 categories |
| Featured zone | Colorful KKV Moto Park (motorbike-themed parking staging) |
| Hours | Roughly 9:00-22:00 (confirm locally) |
| Payment methods | Cash (VND) / credit / QR payment |
| Access | About a 5-minute walk from Ben Thanh Station on Metro Line 1 / a 2-minute walk from Saigon Centre |
Summary: Le Loi in District 1 heads toward becoming a hub of Chinese-origin IP retail
The KKV Vietnam Global Flagship Store is an opening that, armed with 20,000 SKUs and the "Colorful KKV Moto Park," pushes District 1 of Ho Chi Minh City up to become"the core of experiential retail in Southeast Asia."Running alongside MINISO and Pop Mart, a new shopping route is emerging that captures both Vietnam's younger generation and tourists.
For travelers from Japan, it looks set to become a new option where, on the route from the airport to the heart of District 1,you can wrap up your trip's souvenirs in 2-3 hours.If you want to avoid the Tet-season crowds, visiting early on a weekday morning is recommended.
