First store opens at ASHTA District 8 in Jakarta; pre-opening event draws trendsetters, celebrities

XEXYMIX pre-opening event for its first store in Indonesia [XEXYMIX]
XEXYMIX pre-opening event for its first store in Indonesia [XEXYMIX]

XEXYMIX announced Friday it has opened its first store in Indonesia at ASHTA District 8, a premium lifestyle hub in Jakarta.

Ahead of the official opening, the brand held a pre-opening event June 9-10, inviting more than 40 local celebrities and influencers. An outdoor yoga class for general customers on June 9 sold out immediately after registration opened. The chairman of the Korean Chamber of Commerce and Industry in Indonesia (KOCHAM), the president of the Korean Association in Indonesia, and executives from major local retail groups also attended.

Indonesia's premium athleisure market has no permanent stores from global brands aside from Alo Yoga, which entered the market in 2024 — not even Lululemon, the world's top athleisure brand, has an official store there. XEXYMIX had already tested the market last year through a pop-up project called "XEXYMIX in the City," held at a fine-dining venue in central Jakarta. Sales in Indonesia grew 176 percent year-on-year in 2025.

The brand plans to accelerate its market entry through a localization strategy. Taking into account Indonesia's climate and cultural characteristics, XEXYMIX will expand its hijab and long-sleeve lineups and focus on locally tailored products such as skirts designed for tennis and padel — sports gaining popularity among younger Indonesians.

"We have opened our first store in Indonesia, the largest economy in ASEAN, marking the beginning of XEXYMIX's journey here," a company official said. "Beyond being a simple retail space, we will use it as a base for spreading new fitness trends and wellness culture to local customers."

XEXYMIX's first store in Indonesia [XEXYMIX]
XEXYMIX's first store in Indonesia [XEXYMIX]

andy@heraldcorp.com