Xexymix is expanding its marketing reach to Chengdu, a key city in western China.
On September 5, Xexymix announced the opening of a 550 square meter (approximately 170 pyeong) experiential popup store at the cultural and trend complex 'Dongjiao Memory' in Chengdu, Sichuan Province. The popup will operate until November 4.
Dongjiao Memory is a national AAAA-level tourist site that has transformed an existing industrial facility into a cultural space. It attracts over 50,000 visitors daily, with 72% of them aged between 20 and 35. Xexymix aims to leverage this youthful demographic to enhance brand experience in western China.
The popup focuses more on experiences than product sales. It features body composition measurements, photo booths, color tests, and idol makeup sessions alongside its athleisure products. By combining fitness and beauty with Korean-style photo and makeup content, Xexymix emphasizes its K-Athleisure image.
The event also connects online and offline experiences. Visitors can participate in the experiential program by posting images from the popup on the Chinese social media platform Xiaohongshu with the hashtag '#XEXYMIX.' Last month, Xexymix held a similar popup featuring global model Go Yoon-jung at Henglong Plaza, conducting a photo card event across Asia, including China.
Xexymix is targeting the Asian market, expanding into countries such as China, Japan, Taiwan, and Indonesia. Recently, it entered Thailand, opening a physical store in Central Park, a prime commercial area in Bangkok.
A representative from Xexymix stated, "We have been expanding our offline sales base in the Chinese market and are now broadening our engagement with local consumers through various marketing activities that connect online and offline. We will continue to strengthen our position as a leading K-Athleisure brand."
* This article has been translated by AI.
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