Misto Holdings launched China collabs for RR and Raive brands

South Korea’s Misto Holdings is in the midst of a series of strategic collaboration projects that it said are “designed to deepen consumer engagement and strengthen its competitive position in China by connecting with the lifestyles and cultural interests of local consumers”.

Two of its brands that operate there — unisex casual label Rest&Recreation (RR) and contemporary fashion brand Raive — are rolling out collab campaigns with “leading local and global partners”. 

It sees RR linking with China’s premium speciality coffee brand Manner Coffee, while Raive has teamed up with Sanrio’s Hello Kitty, “to further expand their presence and influence in the Chinese market”.

So for RR, the Rest With Manner campaign is a lifestyle collab inspired by the idea of escaping the pace of city life. It invites consumers to experience “a coastal-inspired moment of relaxation over a cup of coffee”. From this month, key flagship locations — including RR’s stores at Shanghai Xi’an Dream Center and Suzhou MixC World — are being “transformed into immersive themed spaces, creating new lifestyle touchpoints with local consumers”.

For Raive, we get a capsule collection under the theme Hello Kitty Rock Star. It’s timed to coincide with China’s 520 shopping season (named after the numbers ‘520′, whose pronunciation in Chinese sounds similar to ‘I love you’). It debuted at major offline stores across China in mid-to-late May and is aimed squarely at Gen Z female consumers.

Both brands are also offering exclusive limited-edition merchandise “that reflects their unique identities”. For RR that means beach bags and beach towels with qualifying purchases, while Manner Coffee has released collaboration tumblers featuring the RR logo alongside a special-edition coffee package. Raive also introduced limited-edition collab shopping bags and cosmetic pouches as part of its promotional campaign.

Misto said the projects highlight its content-driven integrated marketing strategy, “which goes beyond conventional influencer-led campaigns by building brand narratives from the earliest stages of content planning. Collaborations with KOLs (Key Opinion Leaders) and creators are designed not simply for one-time exposure but to deliver storytelling content that reflects each brand’s identity, seasonal concepts, and lifestyle positioning, creating richer and more immersive consumer experiences”.

It also stressed the importance of its fully integrated in-house operating model. Supported by its proprietary live commerce studio and content production infrastructure, the company manages every stage of the campaign internally. It says this “maximises both consumer engagement and conversion while strengthening long-term brand affinity among young Chinese consumers”.

Seoul-based Misto has a huge brand portfolio that includes Fila, Titleist, FootJoy, Scotty Cameron, Vokey Design, KJUS, and others.