X11

X11 is described by KK Group as the group's first global trend-toy culture collection brand, launched in 2020, aiming to be young people's first entry point into trend-toy culture. Its core activities are described as trend merchandise display and retail, IP incubation and operation, designer empowerment, and art and culture communication, building trend-culture spaces. Stores are said to be focused on high-traffic premium commercial districts and art zones. The brand name is explained as "X" from "MIX" and "11" from "ONE by ONE", together meaning "Glad to mix you one by one". It offers blind boxes, puzzles, BJD and plush across 9 categories and 2000+ SKUs for trend-toy collectors from Gen Z to adults. Its first store opened in Shanghai in January 2020, followed by a flagship store in Guangzhou in October. In 2022 it opened new art-concept stores in cities including Wuhan and Haikou, and has established a presence across South, East, Central, Southwest and Northeast China. As of June 2026, X11 is stated to have more than 190 stores in China and overseas.

X11 was launched by KK Group in 2020 as the group's first global trend-toy culture collection brand. Its first store opened in Shanghai in January 2020, and a flagship store was created in Guangzhou in October of the same year. In 2022, X11 opened new art-concept stores in cities including Wuhan and Haikou, and it has established a presence across South, East, Central, Southwest and Northeast China, described as becoming a trend-toy landmark in its regions. As of June 2026, X11 is stated to have more than 190 stores in China and overseas.

Global trend-toy culture collection brand; positioned as young people's first entry point into trend-toy culture, with stores in high-traffic premium commercial and art districts.

• Blind boxes, puzzles, BJD, plush and other trend-toy categories

1. 1全球潮玩文化集合品牌「X11」 - KK集团kkgroup.cn
2. 2关于我们 - KK集团kkgroup.cn
3. 3X11wikidata.org