Misto Holdings expands JUUN.J across Greater China

Company is targeting premium consumers across Greater China.

Misto Holdings has begun the full-scale rollout of Korean designer brand JUUN.J across Greater China through its partnership with Samsung C&T Fashion Division.

The expansion follows the opening of JUUN.J’s flagship store at Beijing’s Sanlitun Taikoo Li on 4 August, following the brand’s first store at Chengdu Taikoo Li in Sichuan Province in July.

Misto Holdings will oversee JUUN.J’s distribution business across Greater China through its Shanghai and Hong Kong subsidiaries, Misto Shanghai and Misto Hong Kong, through 2030.

The company is supporting the expansion through retail operations, brand management and localised marketing.

On 7 August, Misto Holdings held a grand opening and press day at the Beijing store under JUUN.J’s “NEWSTALGIA – Nostalgia Meets Future” campaign.

Misto Holdings also launched a digital campaign across Weibo, RedNote (Xiaohongshu), WeChat, and other major Chinese social media platforms, featuring branded content, live event coverage and influencer collaborations.

The company said the rollout will combine offline retail with digital marketing to expand consumer touchpoints and strengthen JUUN.J’s presence amongst premium consumers in Greater China.

Misto Holdings said it plans to continue expanding JUUN.J across the region while building its portfolio of premium global fashion brands.