Let’s take an explore of KKV first Singapore outlet at Tiong Bahru Plaza which opened this May 2025. This marks the Chinese lifestyle retailer’s entry into the local market. KKV, short for “Kuai kan Variety,” is a brand under China’s KK Group, launched in 2019. The chain has since rapidly expanded from China into here in Southeast Asia (SEA). Other SEA spots include Malaysia, Thailand, Vietnam, and the Philippines. The brand targets Gen Z consumers, offering trendy, affordable products in an immersive store.
Notably, the Tiong Bahru Plaza location is their first outlet in Singapore. It is strategically chosen, occupying the space formerly held by the mall previous Kiddy Palace and Daiso tenants. This move positions KKV to compete with established retailers in Singapore like Miniso, Daiso, and Don Don Donki.
Background of the KK Group
Not to be confused with the similar named KK Super Mart chain in Malaysia, the KK Group, was founded in China on 2015. It positions themselves as a leading fashion retail enterprise in China. The chain operates 700 physical stores in 200+ key cities in 31 provinces including Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Suzhou, Tianjin, Wuhan, Chongqing and Indonesia.
Notably, the brand established a strong presence in Malaysia early in 2024. This is followed by rapid South East Asia expansion starting with Thailand in last October, Vietnam in November, and the Philippines in December. Also, notably, the KKV group practices a multi-brand strategy and operates alongside with other sister brands such as The Colorist, the global fashion retail X11 and the KK Pavilion- a collection store for imported goods. These sub-brands have yet to enter Singapore shores.
Moreover, KKV is your typical Chinese variety store (also known as a “lifestyle” or “one-stop” store) sells a wide range of affordable everyday items. Examples include cosmetics, beauty and skin car products, hair accessories. It is similar and in a nod to current competing lifestyle stalls in Singapore, such as Turtle, Sparkle and Green Party stores to name afew. Notably, you can start to see that the Singapore market for such lifestyle shops are starting to get pretty saturated too.
Also, KKV touts their stores are uniquely designed for convenience, trendiness, and fast turnover. Their store layout encourages self-exploration. Each section micro-section itself with their own sub-theming. There are minimal staff presence to allow for a self-guided shopping experience.
A vast lifestyle store
Furthermore, their Tiong Bahru store is vast, spanning about twice the shop size of most stores here. The KKV’s stores are known for their vast bright yellow container-style design, with a yellow themed entrance. It creates tad a vibrant and eye-catching storefront. The Singapore outlet continues this aesthetic, featuring organized displays and Instagram-worthy spots.
Inside, you’ll find a diverse range of products across categories such as beauty, home decor, stationery, toys, snacks, and personal care. The store also offers unique items like aesthetic tableware, plush toys, and limited-edition products. More on that later.
Rows of toys and stuffed toys greets you at the entrance, targeted to draw children and families deep into the store. There are wall-full of assortment of stuffed toys stocked floor to ceiling in myriad of colours. The Toys & Gifts section comprises mostly of Plush toys and collectibles, as well as Blind box figures and gashapon-style toys which are the craze in China now popularised by Pop Mart stores.
Moreover, the toys selections are interesting, with an assortment of Blokees Lego-like compatible brick sets. These sets has a distinctive Chinese flair, with unique sets such as Mecha and given Lego-like weapons like assault rifles of guns. Also, the selections here are something you can’t find in Lego’s official line-up.
The price range is pretty affordable and priced about a third of an equivalent Lego set. Wrapping up the toys are mural DIY kits and novelty gifts, as well as puzzles and small board games.
What else is in store
Also, inside, the layout is open, with rows of short shelves allowing you to see through the stall end-to-end. The store takes a hint or two from incumbent Chinese lifestyle shops, typically with vibrant displays and focus on aesthetics, especially to appeal to Gen-Z and young adults. Most items are affordably priced and refreshed regularly to match ongoing trends and seasonal themes.
Furthermore, Lifestyle electronics selections includes The Tech & Gadgets takes a page out of Miniso offerings. Here you can find a selection of phone cases, cables, and holders, as well as lifestyle beauty electronics like LED mirrors and small fans. Mobile accessories, Bluetooth speakers and mini lamps wraps up the selection here.
Interestingly, KKV’s approach combines online and offline retail strategies, who touts to frequently update their product offerings to align with current trends. The brand emphasizes quality and novelty, aiming to provide a one-stop shopping experience that caters to the evolving tastes of younger consumers.
Extensive beauty section
Beauty & Personal Care is a highlight here. Here you can find sheet masks and skincare kits, Hair accessories and combs. Also, there are even long rows dedicated to nail polish, grooming tools, perfume, lip balm, compact makeup and are all affordably priced with a budget focus. The ladies won’t feel out of place here. Fashion accessories, socks, hats, and scarves, Bags, pouches, and totes, Cheap sunglasses and costume jewellery.
The Stationery section has an organised vibe to it. With shelves stocked with bright and colourful pens, sticky notes, highlighters, folders, craft supplies and DIY sets. Also, I think their notebooks, planners and organizers are a good offering here. Though the quality of the stationery, like pens and makers are questionable. I would stick to the offerings at the next-door Popular book store as a safer quality option for reliable stationery for school and work.
Safe bets here include homeware items such as bathroom essentials, such as Towels, toothbrush holders, soap dispensers, Slippers and laundry baskets, Shower caps and loofahs. Homeware items of the trade includes Mugs, tumblers, and aesthetic tableware. There is a small selection of Storage boxes, mini drawers, and organizers, as well as cleaning brushes and kitchen gadgets, candles and diffusers.
Wrapping up with food
The far inner portion of the stall spots selection of dried food. The Snacks & Food has presence, but notably a smaller selection on the lifestyle goods. The offering is tad a curated selection of instant noodles (local and imported brands), and snack buckets we typically see in Chinese supermarket chain, like Scarlet for instance.
Spotted too are small selection of packaged snacks like chips, cookies, and dried fruits. Selections of packaged candy, gum, biscuits and bottled drinks and novelty beverages wraps up the small food offerings here. Notably, there are no fresh or hot meals offered here. Hence, it won’t pose much competition in the fresh supermarket selection to the Don Donki store located within the same mall too.
All in all, that wraps up our short exploration of KKV new store here at Tiong Bahru plaza. Overall, KKV’s Singapore store offers a curated selection of lifestyle products in a visually engaging setting. Whether you’re looking for everyday essentials or unique finds, the store provides a refreshing, yet familiar shopping experience that reflects the brand’s commitment to customer satisfaction. You can check them out at the mall’s second floor at unit #02-116.
