KK Group to open 200 stores in the Philippines by 2028

It now has four stores in the country so far.

KK Group is set to open 200 stores in the Philippines over the next three years.

Rojen Wu, COO for International Business Operations, said the company is focused on improving its product offerings, strengthening local operations, and forming more partnerships with Philippine businesses.

In March 2025, KK Group’s flagship brand KKV launched stores at SM North EDSA and Gateway Mall in Manila. Both openings drew large crowds and sparked a surge in social media buzz. With four KKV stores now operating and more on the way, the brand is quickly gaining traction in the country.

KK Group, which also owns beauty brand The Colorist and trend toy store X11, runs over 1,000 stores in six countries under its “Live Without Boundaries” vision. KKV offers more than 20,000 products across eight categories, including home goods, beauty, toys, and snacks.

The group entered the Philippine market in 2024 through a partnership with SM Group. It now plans to bring The Colorist and X11 to local malls, targeting Gen Z consumers with its vibrant store designs and viral product mixes.

During its Mall of Asia launch, KKV generated over 20 million views online. Top-selling categories included cosmetics, snacks, and trendy accessories.