Samsung C&T's JUUN.J opens Beijing store, targeting China's luxury fashion market

Samsung C&T Fashion Group is accelerating its push into China's luxury fashion market by opening more offline stores. The company announced on the 10th that its global designer brand JUUN.J has opened an offline store in Beijing's Sanlitun Taikoo Li. To expand its Greater China business, Samsung C&T has also formed a strategic partnership with Mistol Holding, a local firm with experience in distribution and brand operations.

This move follows JUUN.J's opening of its first offline store in Chengdu, Sichuan Province, last month. The brand also established a presence on Tmall, China's largest major brand online marketplace. With the new Beijing store, Samsung C&T plans to open one additional store by the end of the year and sequentially expand its offline presence to other major Chinese cities.

The Korean fashion industry is actively targeting the Chinese market, with brands like Musinsa also increasing their store openings in China. According to a report by KOTRA titled '2026 K-Fashion China Entry Guide,' the influence of Korean Wave content is expanding from K-beauty to K-fashion and lifestyle, particularly among Generation Z, who grew up during a period of active cultural exchange between Korea and China.