First launched in 1999 as a value-oriented basics brand, Bluestar Exchange was re-branded to BSX in 2007. Mini-Che has been the brand character since 2009. BSX is a youth-oriented fashion brand that expresses the values of courage and justice, with “Victory or Nothing” slogan advocating “courageous spirit”. Regular renewal of spokespersons and store image has successfully transformed BSX into a stylish and trendy youth brand.