Park Nam-young, head of Samsung C&T's fashion division (fourth from left), actor Ahn Hyo-seop (center), Lee Hyun-jik, general director of Misto Hong Kong (fourth from right), and Oh Jun-young, head of Misto Shanghai (third from right), pose for a photo at the opening event for JUUN.J's new store at Sanlitun Taikoo Li in Beijing on Friday. [Misto]
Park Nam-young, head of Samsung C&T's fashion division (fourth from left), actor Ahn Hyo-seop (center), Lee Hyun-jik, general director of Misto Hong Kong (fourth from right), and Oh Jun-young, head of Misto Shanghai (third from right), pose for a photo at the opening event for JUUN.J's new store at Sanlitun Taikoo Li in Beijing on Friday. [Misto]

Global designer brand JUUN.J is entering the luxury fashion market in Greater China.

Misto announced Monday that it signed a strategic partnership with Samsung C&T's fashion division earlier this year to handle JUUN.J's retail distribution across Greater China, and has opened a new JUUN.J store at Sanlitun Taikoo Li in Beijing. Misto Shanghai, the company's China subsidiary, and Misto Hong Kong, its Hong Kong subsidiary, will manage JUUN.J's retail distribution in the region through 2030.

The store opening event, held at Sanlitun on Friday, showcased an immersive brand space themed around "Newstalgia," a concept drawn from JUUN.J's creative universe. Global brand ambassador and actor Ahn Hyo-seop attended alongside Chinese rising star Huang Yi, drawing local media and fans to the venue. Fashion influencers invited from across Greater China also turned out in large numbers, pushing the event onto the real-time trending lists of local social media platforms.

Visitors browsed the brand's fall/winter 2026 new arrivals and select pre-release products. Limited-edition gifts — including a JUUN.J signature keyring and branded teacups — also drew attention.

A digital campaign ran in parallel. Teaser videos and brand story content went live on major platforms including Weibo, Xiaohongshu and WeChat. Misto also produced live content filmed at the event and ran influencer collaborations to broaden JUUN.J's reach in the Chinese market.

Misto will oversee the full scope of JUUN.J's retail strategy in Greater China, from offline store operations and digital marketing to customer experience. The company underscored that its focus goes beyond simple brand distribution, aiming instead for integrated brand management that preserves JUUN.J's distinct identity. Having already built local distribution networks, content marketing capabilities and brand management expertise while supporting other K-fashion brands in China, Misto plans to expand its points of contact with Chinese consumers.

Misto also opened a store in July at Taikoo Li in Chengdu, Sichuan Province, a key high-end retail district in central-western China. The company plans to link its digital marketing efforts on major Chinese platforms such as WeChat and Xiaohongshu with its offline retail strategy.

"JUUN.J is a flagship brand of Samsung C&T's fashion division, recognized for its competitiveness in global markets, so we are pursuing a localized strategy to ensure the brand's value is fully conveyed in China as well," a Misto official said. "We plan to continue strengthening the brand's competitiveness through our collaboration with Samsung C&T's fashion division and to keep expanding our global brand business."

The new JUUN.J store at Sanlitun Taikoo Li in Beijing. [Misto]
The new JUUN.J store at Sanlitun Taikoo Li in Beijing. [Misto]

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