SEOUL, December 09 (AJP) - South Korean athleisure brands known for form-fitting designs tailored to Asian body types are gaining strong traction across Southeast Asia, riding the broader “K-everything” wave sweeping the region.
XEXYMIX, led by Chief Executive Lee Soo-yeon, said Tuesday it recently wrapped up a three-day pop-up in Jakarta — a key step in deepening its presence in Indonesia, one of Southeast Asia’s fastest-growing fitness and wellness markets.
The “XEXYMIX in the City” event, held Dec. 5–7 at About Us Brasserie, blended retail with experiential marketing, offering pilates sessions, wellness programs and collaborations with local studios including Gaon Pilates Studio. Indonesian influencers such as Namira Adzani and Jessy Kusno helped amplify the brand’s visibility, drawing both fitness enthusiasts and new customers.
Industry analysts say Korean athleisure’s regional appeal stems from its meticulous, fit-driven approach — a contrast with many Western labels whose sizing and proportions often miss the mark for Asian consumers.
“U.S. brands often struggle with sizing for Asian women,” said Ellen Suh, a Seoul-based consumer in her 40s. “XEXYMIX fits me the best. With a smaller lower body, I can barely find the right size in U.S. brands. Korean leggings are designed for Asian physiques, offer more size options, and pay close attention to areas like the waistline, belly pooch and lower body parts, making them more comfortable and less revealing.”
XEXYMIX has been widening its Asian footprint through fitness-led partnerships and sporting events, including Indonesia’s Sundays Fest yoga event, the XEXY Braid Tennis Tournament and sponsorship of Garmin Run Indonesia. The brand already operates in Japan, Taiwan and China, and plans to enter additional Southeast Asian markets such as Thailand and the Philippines.
Rival athleisure brand Andar is pursuing a similar strategy. After establishing footholds in Japan and the United States, Andar has been expanding across Asia, betting on rising demand for premium leggings that combine compression, stretch and everyday wearability.
XEXYMIX said the Jakarta pop-up not only heightened brand awareness but also provided valuable insight into local preferences.
“This project allowed us to engage directly with both current and potential customers,” a company spokesperson said. “We will continue to strengthen our presence by working closely with local partners and expanding our omnichannel strategy.”
reporter
Candice Kim
candicekim1121@ajupress.com
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