X11 Sets Sights on Southeast Asia | ENGLISH

Over the past few years, the trend of collectibles and toys has exploded in Southeast Asia. The trend can be seen from the Labubu craze that led to long queues and online discussions. Because of this, an increasing number of brands (especially from China) see Southeast Asia as a huge potential. One of them is X11.

X11 store in China - X11潮玩集合/Xiaohongshu

X11 is a toy and collectibles store chain owned by KK Group, which also owns KKV, KK Store, and The Colorist. Compared to other brands, X11 puts an emphasis on hype culture and edgy style, reflected in its store design.

X11 store in China - X11潮玩集合/Xiaohongshu

Inside an X11 store, shoppers can discover different types of blind boxes, dolls, accessories, handicrafts, model kits, action figures, collection cards, and trendy creations.

Its IP and license collection ranges from Doraemon, Marsper, to Pingu. Its strategy to stay relevant is to bring in exclusive collaboration items, similar to other brands, such as Miniso and Pop Mart.

X11 store in China - X11潮玩集合/Xiaohongshu

X11 store in China - X11潮玩集合/Xiaohongshu

Founded in 2020, X11 has since developed into a giant player. As of January 2024 (from KK Group Prospectus), it already operates 64 stores. It's of now, it seems that X11 will focus on markets that KKV has entered (Malaysia, Thailand, Vietnam, the Philippines, and Singapore (soon)).

One thing is for sure, X11's foray into Southeast Asia will not be easy, as major Chinese players have also entered the market, including TOP TOY, Pop Mart, and 52TOYS. The ability to capture local tastes and localizing store characters may play an important role for these brands.