Korean phone case brand VICXXO GALLERY lands in HK

Korean phone case brand VICXXO GALLERY has officially landed in Hong Kong, debuting its first pop-up store at East Tsim Sha Tsui MTR station.

Bringing Seoul’s trendsetting aesthetics to the city, the pop-up introduces the brand's signature "Mobile art object" concept, transforming everyday tech accessories into functional, personal style statements. The store will run until late March 2027. 

A spokesperson from VICXXO told MARKETING-INTERACTIVE that the collaboration aims to bring Korean creative culture and innovative lifestyle products closer to local customers, while enriching the shopping experience within the MTR network with fresh and distinctive retail offerings.

The launch injects new elements into the station environment, surprises customers and breaks the common shop mix stereotype at metro stations, enhances customer engagement, and attracts new customer segments, particularly trend-conscious consumers and Korean culture enthusiasts, to visit and shop within the MTR network.

The launch primarily targets Gen Z and young, style-conscious consumers, particularly those interested in Korean pop culture, fashion, creative IPs and personalised accessories. It also appeals to MTR passengers and shoppers looking for unique lifestyle products.

Popular among Korean celebrities and style icons, VICXXO GALLERY enters the Hong Kong market with exclusive phone case designs from eight prominent Korean artists. The inaugural collection spans feel-good, playful, and Y2K aesthetics, giving local shoppers direct access to Korea’s latest creative trends.

The partnership is done in collaboration with L Concept Communications which supports the PR and communications, including media relations, press release development and KOL engagement.

Central to the brand’s offering is its patented interchangeable skin system, "ttibu ttibu skin." Compatible with a single base phone case, the swappable skins feature popular IP characters and lifestyle brands including MUZIK TIGER, Esther Bunny, and Sammyo Store!.

This allows users to effortlessly customize their phone’s look to match their outfit or mood without purchasing a new case. The pop-up also showcases a lineup of daily accessories, including MagSafe Card Slots and ComfyTok phone stands.

To mark its Hong Kong debut, VICXXO GALLERY will launch a globally exclusive "MTR x VICXXO GALLERY" collection in October. Featuring designs inspired by MTR’s iconic mosaic tiles, classic trains, and nostalgic tickets, the limited-edition line includes phone skins and MagSafe accessories.

The six-month pop-up store will continuously refresh its inventory with new artist collections and exclusive releases. To celebrate the grand opening, special limited-time promotional pricing and store-exclusive bundle offers are now available at the East Tsim Sha Tsui station location.

The campaign is promoted through media outreach, press release distribution and KOL engagement across social media platforms. To further engage Gen Z and younger consumers, Threads was strategically adopted as a key promotional channel alongside traditional media and influencer marketing. By partnering with popular content creators and trend-driven community pages, the campaign aims to generate online buzz and authentic conversations around the launch, increasing brand awareness and encouraging more people to visit and experience the store firsthand.

"We are delighted to partner with VICXXO GALLERY to introduce its distinctive Korean creative designs through its first physical store in Hong Kong. This collaboration reflects MTR Shops' commitment to introducing fresh and diverse retail experiences that resonate with our customers. Through the exclusive MTR x VICXXO GALLERY collection, we also hope to bring together Korean creativity and Hong Kong's unique railway culture, offering customers refreshing the customer’s journey," Andy Lau, general manager, commercial of MTR Corporation.

This initiative also aligns with the government's release of its first five-year plan, which aims to promote IP valuation and financing, reduce IP trading costs, and nurture talent in IP management and commercialisation, further consolidating Hong Kong's position as a regional IP trading center.

To support these developments, the Intellectual Property Department will continue to expand its patent examination team, strengthen in-house examination capacity for original grant patent (OGP) applications in major technology fields, and roll out pilot facilitation measures for relevant OGP applications next year.

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