Life offers endless possibilities for fun. “X11” is the first Fashion Culture Trend Retail Brand launched by KK Group in 2020, and it is committed to becoming the first gateway for young people to explore trendy toy culture. Focusing on the sale of trendy products, IP incubation and operation, empowerment of designers, and the dissemination of art culture, “X11” constructs spaces for trendy culture and creates icons and focal points for the next generation of trends. Its stores are strategically located in high-traffic upscale commercial and artistic districts.

The “X” in “X11” is derived from “MIX,” and the “11” signifies “ONE by ONE,” together conveying the meaning of “Glad to mix you one by one,” which is interpreted as “Play with diversity, have fun together.” With a deep understanding of trendy culture and fashion trends, “X11” connects with global super IPs and diverse artist resources, offering over 2000 SKUs across nine categories, including blind boxes, puzzles, BJDs, and plush toys, to trendy toy collectors from Generation Z to adults and across all age groups.

The first store of “X11” opened in Shanghai in January 2020, followed by the flagship store in Guangzhou in October of the same year. In 2022, “X11” launched new art concept stores in Wuhan, Haikou, and other locations. As of now, “X11” has established a presence in several major regions, including South China, East China, Central China, Southwest China, and Northeast China, becoming the largest and most popular new landmark for trendy toys in these areas.