"KKV" is the first premium lifestyle collection brand launched by KK Group and is one of the popular secondary anchor store brands in shopping centers at present. The first store officially opened on May 1, 2019. As of now, there are over 680 "KKV" stores, mainly distributed in shopping centers of major cities across the country and overseas.

"KKV" focuses on 100 types of premium lifestyle collections. With its refined and trendy brand image and a rich and diverse product category combination, it integrates various lifestyle themes such as global food, fashionable cosmetics, comprehensive daily use items, trendy toys, quality home furnishings, creative crafts, cute pets, and soothing fragrances. It combines both classic imported brands and trendy domestic products, aiming to create a more youthful and vibrant consumer experience and a more trendy and refined lifestyle for users.