Tiong Bahru Plaza Welcomes KKV's 1st Store in Singapore | ENGLISH

KKV, a Chinese variety retail chain is opening its first Singapore outlet in Tiong Bahru Plaza. Opened on 17 May 2025, the store is located on the 2nd floor (unit 116). It occupies space that used to house Kiddy Palace and Daiso.

KKV Tiong Bahru storefront - Source: KKV Global

The store marks the brand’s ambitions to gain stronger position in Southeast Asia, competing against established players like Miniso, Daiso, Turtle, Tokyu Hands, and Don Don Donki.

The yellow-themed brand has a strong advantage in visual merchandising and interior design. Its bright and colorful interiors are strategically crafted to lure customers in.

KKV store interior - Source: KKV Global

Certain product displays are also designed to be Instagram-worthy backdrops, encouraging social media engagement. This includes toy and stationery zone.

An area dedicated to body care products - Source: KKV Global

KKV stores typically carry goods from various categories, including home decorations, snacks, drinks, accessories, travel needs, stationery, and toys (blind boxes, dolls, and building blocks). Hence, KKV stores tend to be bigger than their competitors.

Accessories section - Source: KKV Global

There's also a beauty section, which features face masks, lipsticks, nail stickers, fragrances, eye pencils, body lotions, and nail polishes. Customers also have the opportunity to test some of these items before purchasing.

Beauty products display - Source: KKV Global

Launched in 2019, KKV is a subsidiary of the KK Group, which has also developed several retail brands, including The Colorist (beauty store) and X11 (toy and collectibles store). Both The Colorist and X11 are set to debut in Southeast Asia. 

Before making its journey to Singapore, KKV has also expanded its reach into Malaysia, Thailand, Vietnam, and the Philippines.