LEEKALAJA x AMONG debuts flagship store and regional HQ in HK

LEEKAJA x AMONG, a flagship store born from the collaboration between premium Korean haircare brand LEEKALAJA and creative lifestyle brand AMONG, has launched in Central. The brand also established its Hong Kong regional headquarters as a core base for expanding its Asian operations.

The Central flagship store blends LEEKAJA's hair expertise with AMONG's aesthetic vision, bringing a fresh K-Beauty experience that encompasses Korean scalp care, professional styling, fashion artistry, and lifestyle aesthetics in an immersive beauty space.

Choi Yoobin, CEO, LEEKAJA, said, "The opening of our Hong Kong flagship store and regional headquarters marks a significant milestone in LEEKAJA's deepening presence across Asia. Hong Kong is Asia's trendsetting hub with advantages in talent and capital markets, making it the ideal base for promoting our next-generation K-Beauty concept. This flagship store is not just a premium salon but our strategic hub for expanding throughout the Asia-Pacific region with Hong Kong at its centre."

Choi added, "Looking ahead, we will open more salons and a hair technology academy here to cultivate talent and set global-level service benchmarks. Our Hong Kong office is not merely a branch but a control tower for Asian operations, steering towards our ultimate goal of getting listed in Hong Kong by 2030."

Arnold Lau, associate director-general of investment promotion of InvestHK said, "We warmly welcome Korean brand LEEKAJA to Hong Kong, injecting new energy into our lifestyle and beauty industry. Hong Kong's multicultural environment, international talent pool, and demand for premium lifestyle experiences make it an ideal platform for brands expanding into the Asia-Pacific market. We look forward to witnessing LEEKAJA's success in Hong Kong and across Asia."

Founded in 1972, LEEKAJA is Korea's high-end hair brand with a global footprint of 130 locations across Asia, the United States, and Europe. Known for its premium hair rituals, head spa services, and refined design identity, the brand continually redefines the global beauty experience through innovation, cross-sectoral collaboration, and cultural relevance.

The brand's Hong Kong regional headquarters will oversee operations in Singapore, Vietnam, Cambodia, Indonesia, and other markets - managing performance, service standards, and global expansion strategies while leveraging Hong Kong's role as a key Asian hub.

This move is part of a broader trend of Korean brands entering Hong Kong. In August, Modu Consulting, a Korean F&B operator, introduced two restaurant brands—Yoajung and Mapo Tofu House—to the city, underscoring Hong Kong’s vibrant and diverse culinary landscape.

With support from InvestHK, these strategic expansions highlight Hong Kong’s growing significance as a hub for international lifestyle, beauty, and food brands aiming to scale regionally.

Yoajung, now open in Tai Kok Tsui, is known for its signature yogurt ice cream with customizable toppings. Following the success of its Acai Bowl in Korea, the brand plans to introduce the popular item to Hong Kong in the near future.

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