An Oh!Some store in Vincom Dong Khoi shopping mall in Ho Chi Minh City draws young customers. Photo: Nhat Xuan / Tuoi Tre
According to property research firm CBRE Vietnam’s third-quarter market report, a host of Chinese retail brands such as Chagee, KKV, Popmart, Oh!Some, Polarpopo, Wayjie, Xian Niu Lau, and Colorist are rushing to expand across Vietnam.
Their stores are sprouting up in major malls and residential areas in Ho Chi Minh City.
These stores draw large numbers of young people and families, generating a lively shopping scene.
The Oh!Some flagship store in Vincom Dong Khoi shopping mall was packed with visitors on Tuesday night last week.
Among them was Nguyen Thi Truc, a 23-year-old resident of An Dong Ward, who shared that she had no plans to shop there initially but was drawn in by the store’s design.
“The products at the store are cute and stylish, while the prices are soft,” she said.
At KKV’s store in SC VivoCity shopping mall, the scene was similar, with bright lights, buzzing crowds, and rows of colorful products.
Despite being located in an upscale mall, prices remain competitive.
Chinese-made shampoo sells for VND120,000-VND160,000 (US$4.6-6.1), while lipstick is priced at just over VND100,000 ($3.8).
KKV dedicates a section to Chinese beauty products from popular names such as Colorkey, Spes, and Puco.
The minimalist layouts, vibrant lighting, and coordinated packaging create a visual feast that easily captivates young shoppers.
Beyond affordability and aesthetics, many Chinese retailers are blending entertainment and commerce.
Stores feature arcade-style corners, claw machines, and collectible toy sections, inviting consumers not only to buy but also to have fun.
Even once-skeptical categories, such as Chinese snacks, are now gaining favor.
At a snack shop on Nguyen Thi Minh Khai Street in downtown Ho Chi Minh City, Chinese products dominate the best-selling shelves, from spicy sticks and chicken feet to noodles and seafood snacks, all neatly packaged, clearly labeled in Vietnamese, and sold at wallet-friendly prices ranging from VND3,000 ($0.11) to VND12,000 ($0.45).
Vietnamese brands under pressure
For local companies, this influx is a growing challenge.
“Competition from Chinese goods is tougher than ever,” said Vu Van Lan, representative of VinaGiay Corporation.
“High-income consumers go for luxury brands, while lower-income groups find Chinese products appealing as they are affordable, attractive, and decent in quality.”
Lan noted that following the U.S.-China trade war, more and more Chinese brands have been tapping the Vietnamese market, offering better-quality and more attractive goods than before.
“They have strong foundations, from materials to manufacturing, so shifting toward Vietnam makes perfect sense when facing difficulties in the U.S.,” he said.
Meanwhile, many Vietnamese producers are still struggling post-pandemic, lacking the resources to restructure or innovate quickly.
“At this stage, surviving is already an achievement,” Lan added.
Deputy CEO of KIDO Group Tran Quoc Bao described the surge of Chinese brands as an inevitable trend of globalization.
He revealed that in the past six months, KIDO has met with nearly 20 Chinese trade delegations exploring opportunities in Vietnam.
To stay competitive, KIDO has adopted artificial intelligence (AI) as a strategic tool for marketing and sales.
The company now operates a hybrid sales network of 5,000 offline and 3,000 online staff, supported by AI-powered virtual livestream hosts.
“We’re preparing for a long-term battle,” Bao emphasized.
He explained that AI helps maintain customer engagement, reduce operational costs, and improve marketing efficiency – key to defending domestic market share.
According to a trade expert, Vietnamese firms still hold an edge in their deep understanding of local tastes and habits.
“If local firms can combine that insight with technology like AI, they can stand toe-to-toe with foreign competitors,” the expert said.
An eye-catching display area at a Chinese store in Ho Chi Minh City. Photo: Nhat Xuan / Tuoi Tre
Tapping into young people’s desires
Chinese brands’ success in Vietnam is also fueled by social media.
Platforms like TikTok and the influence of KOLs (key opinion leaders) have helped normalize ‘Made in China’ products.
Young consumers, in particular, are drawn to the design-forward and trend-sensitive nature of these products.
Popmart, a Chinese toy brand, is a striking example. When K-pop idol Lisa expressed affection for its Labubu character, fans across Asia, including Vietnam, rushed to collect them.
Long queues outside Popmart stores became common as young Vietnamese sought the latest figurines.
CBRE experts noted that with Gen Z, including people born between 1997 and 2012, becoming Vietnam’s main consumer force, success in retail now depends less on store size and more on crafting immersive experiences that keep customers coming back.
Vietnam-Chinese trade ties deepen
As of mid-October, Vietnam’s total import-export turnover had reached $718.85 billion, with a trade surplus of $17.14 billion, according to Vietnam Customs.
Data from the General Statistics Office of Vietnam indicated that China remains Vietnam’s largest trading partner, with two-way trade totaling $159.9 billion during the first eight months of 2025, up nearly 22 percent year on year.
Vietnam imported $117.9 billion worth of goods from China during the eight-month period, almost triple its $42 billion exports to the northern neighbor.
