Misto partners with Samsung C&T to open Juun.J store in Beijing

Misto announced Monday that it has signed a partnership with Samsung C&T's fashion division to handle Juun.J brand distribution in Greater China and opened a new Juun.J store at Taikoo Li Sanlitun in Beijing.

Misto's Chinese subsidiary Misto Shanghai and its Hong Kong subsidiary Misto Hong Kong will oversee Greater China retail operations through 2030, supporting the brand's establishment in the market.

To mark the opening, Misto held a Juun.J grand opening and press day event Friday at Taikoo Li Sanlitun in Beijing. The main theme was "NEWSTALGIA: Nostalgia meets future." Global brand ambassador Ahn Hyo-seop and Chinese actor Huang Yi attended.

The store interior reflects Juun.J's avant-garde sensibility and contemporary luxury aesthetic. Visitors browsed the 2026 fall/winter collection alongside select products already on sale. Limited-edition gifts were also available, including Juun.J's signature keyring and branded teacups.

Misto ran a digital campaign alongside the opening, releasing teaser videos and brand story content on platforms including Weibo, Xiaohongshu and WeChat. The campaign generated wide user-generated content, boosting buzz around the launch. "We will continue working with Samsung C&T's fashion division to strengthen the brand's competitiveness and expand our global brand business," a Misto official said.

Meanwhile, Misto successfully opened a store at Taikoo Li Chengdu in Sichuan Province in July. Building on the Beijing opening, the company plans to expand its Greater China business by combining digital marketing on platforms such as WeChat and Xiaohongshu with an offline retail strategy.