JUUN.J Brings Its Bold Design Vision to China with Beijing Flagship

Samsung C&T Fashion Group’s global designer brand JUUN.J has opened a new store at Taikoo Li Sanlitun in Beijing through its strategic partnership with Misto Holdings, following its Tmall launch and Chengdu store opening in July, with another China location planned by year-end
Actor Ahn Hyo Seop has been appointed JUUN.J’s global ambassador as the brand begins its full-scale expansion across Greater China’s key luxury districts

JUUN.J marks the opening of its new Beijing store at Taikoo Li Sanlitun, joined by global ambassador Ahn Hyo Seop and representatives from Samsung C&T Fashion Group, Misto Group, and the local fashion industry

Samsung C&T Fashion Group’s global designer brand JUUN.J is making a decisive move into China’s luxury market. Through a strategic partnership with Misto Holdings, the brand has begun expanding its distribution business across Greater China, opening a new store at Taikoo Li Sanlitun in Beijing and laying the groundwork for a wider retail presence in the region.

The Beijing store opened on August 7 in Sanlitun, a district known for its concentration of international embassies and one of the city’s most modern and vibrant commercial areas. Popular among younger consumers, Taikoo Li Sanlitun brings together global names and local designer labels, giving JUUN.J a prominent position within one of Beijing’s leading fashion destinations.

A Beijing Flagship with Global and Local Star Power

JUUN.J marked the grand opening of its new Beijing store on August 7, welcoming representatives from Samsung C&T Fashion Group and Misto Group alongside local retail and fashion industry professionals and influencers.

Actor Ahn Hyo Seop, whose wide-ranging body of work has earned him a global following, attended the event with rising Chinese actor Huang Yi. As JUUN.J begins its full-scale expansion across Greater China, the brand has also appointed Ahn as its global ambassador, setting the stage for new synergy between his international influence and JUUN.J’s global ambitions.

Created specifically for the Chinese market, the store introduces a selection of China-exclusive products alongside an exterior and interior concept never before presented by JUUN.J. Among its defining features is a digital signage installation developed in collaboration with an emerging local calligraphy artist. Bringing together the JUUN.J name in Korean, English, and Chinese, the imagery and video give the space a distinctive local expression while remaining true to the brand’s experimental design language.

Global ambassador Ahn Hyo Seop marks a new chapter for JUUN.J as the brand expands across Greater China

JUUN.J global ambassador Ahn Hyo Seop attends the opening of the brand’s new Beijing store in a sharply tailored black look

From Tmall and Chengdu to a Wider Retail Network

The Beijing opening follows two major steps taken in early July, when JUUN.J joined Tmall, China’s largest online platform, and opened a store in Chengdu within one of Sichuan Province’s leading high-end shopping districts.

JUUN.J plans to open another store in China by the end of the year, followed by a gradual rollout across prime commercial districts in major Chinese cities. By connecting its growing physical presence with leading digital platforms, the brand aims to reach more consumers through an expanding network of online and offline touchpoints.

JUUN.J’s new Beijing store brings the brand to Sanlitun Taikoo Li, one of the city’s leading fashion and luxury shopping destinations

Interior of the JUUN.J Beijing store featuring glossy black display structures, silver clothing rails, and black-and-white garments. — A monochrome palette and sculptural black fixtures bring JUUN.J’s experimental design language into the Beijing store

Mint bomber jacket, floral skirt, striped knitwear, and dark garments displayed on black and silver rails inside the JUUN.J Beijing store. — China-exclusive pieces join JUUN.J’s menswear and womenswear collections inside the new Beijing store

A Strategic Partnership for Growth Across Greater China

Offering both menswear and womenswear, JUUN.J has primarily developed its international business across Europe, the Americas, and Asia through wholesale. As the brand explored opportunities to scale its overseas presence through standalone stores, it selected Misto Holdings as its strategic partner for the Chinese market.

Samsung C&T Fashion Group identified Misto Holdings as an ideal partner based on Misto Group’s distribution and brand management capabilities across Greater China, as well as its track record of successfully building multiple brands in the market. Misto Group will connect digital marketing across major Chinese platforms, including WeChat and Xiaohongshu, with an offline retail strategy designed to create more touchpoints with premium consumers. Through this integrated approach, the partners plan to expand JUUN.J’s Greater China business in stages.

“Following 8seconds’ entry into the Philippines last year and its steady growth there, JUUN.J is setting out to achieve new milestones in China’s luxury market this year,” said a Samsung C&T Fashion Group representative. “Samsung C&T Fashion Group will continue expanding its global business and contribute to raising the profile of K-fashion worldwide.”

Discover JUUN.J’s latest collections on SSF Shop.