The Invention Lab (CEO Jinyoung Kim) announced on the 23rd that it has opened a dedicated pop-up store space in Ho Chi Minh City, Vietnam for Korean startups and small and medium-sized brands seeking to enter the Vietnamese market.
This pop-up store is located in the Sun Avenue residential complex in Ho Chi Minh City, measuring approximately 100㎡ (approximately 30 pyeong), and was created to introduce promising domestic brands in various fields such as beauty, fashion, food and beverage (F&B), and character goods to Vietnamese consumers. The space is designed to allow for free display and operation by brand, including a dressing room, powder room, and dedicated storage centered around the central U-shaped exhibition table.
Through this pop-up store, The Invention Lab aims to complement the limitations of existing overseas expansion methods centered on large-scale exhibitions or multi-shop entry, and to present a flexible expansion model that allows for brand-specific marketing and customer response testing at a relatively low cost.
The Sun Avenue complex is a residential area of approximately 10,000 people, and is considered an area with a large floating population of young local consumers, with various cafes and commercial facilities. Pop-up stores can be rented for a minimum of one week and a maximum of one month, and two local staff members support the operation at all times. In addition, online marketing, logistics, and permits are provided in an integrated manner in connection with verified local partners.
Currently, six Korean brands with cosmetics, character goods, and traditional desserts have been confirmed to open stores by the end of September.
The Invention Lab CEO Jinyoung Kim said, “Vietnam is still a market where offline contacts are important, and allowing local consumers to experience products through direct face-to-face encounters is effective in raising brand awareness,” and “We will operate this pop-up store as a test bed for overseas expansion based on ‘LIPS’ to help expand the brand based on actual customer data.”
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