A new generation is redefining what retail means — prioritizing experience, culture and connection. At #Heartland66 #Wuhan, we’re leaning into that shift with the launch of China's first curated Korean-style 24KR zone.

Inspired by “24-hour youthful energy × Korean creative edge,” the 2,400 sq. m. destination is bringing together 100+ trending Korean designer brands — including 11 China and 15 Central China debuts. Fashion, beauty, fragrance, collectibles and dining are complemented by curated programming and community-driven experiences, creating a space that flows seamlessly from day to night.

More than a retail addition, 24KR reflects our deliberate move to continuously elevate our commercial offering and consumer experience — through first-to-market concepts, culture-led curation, and integrated social engagement. It strengthens Heartland 66 as a lifestyle destination and an emerging hub for Wuhan’s trend culture, while guiding how we refine our tenant mix to connect global trends with local communities.

This momentum continues with the upcoming debut of Greenhouse by edgestreet— an 8,000 sq. m. concept space introducing 50+ emerging global designer brands to Central China.

As we continue evolving Heartland 66, experience-led curation will remain a defining pillar — shaping a destination that is dynamic, differentiated and deeply connected to its community.

Watch the full video here