Tokyo Lifestyle, a Japanese retailer of beauty and lifestyle products, has opened its first directly operated store under the Reiwatakiya brand in Ho Chi Minh City, Vietnam.
The new outlet is situated on Nguyen Thi Minh Khai Street, a major commercial hub.
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The store will cater to both local and international shoppers due to its proximity to prominent shopping centres and landmarks.
The store has been developed to reflect Vietnamese consumer preferences, particularly targeting younger buyers seeking affordable and fashionable items.
The outlet stocks cosmetics, skincare, wellness, fashion and home goods from established Japanese brands.
To commemorate its opening, Tokyo Lifestyle is organising promotional activities, including exclusive cash coupon offers for first-time customers.
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By GlobalDataThe store also incorporates a digital management system, and a customer-centric layout designed to enhance convenience and satisfaction.
According to Vietnam’s National Statistics Office, the country’s population exceeds 100 million, with 70% between the ages of 15 and 64.
The Ministry of Labour – Invalids and Social Affairs estimates that the middle class will account for 26% of the population by 2026.
Tokyo Lifestyle believes that these demographic and economic trends provide a strong basis for its expansion in the Vietnamese market.
The company intends to connect its new outlet with online platforms and local marketing networks, pursuing an omnichannel strategy that integrates physical retail, e-commerce and social media engagement.
Headquartered in Japan, Tokyo Lifestyle operates across Hong Kong, Japan, North America, Thailand, Vietnam and the UK, offering beauty, health, luxury and lifestyle products through its stores, online channels and wholesale operations.
Tokyo Lifestyle principal executive officer Mei Kanayama stated: “We place great importance on our Ho Chi Minh City store as a key milestone in our Southeast Asia expansion strategy.
“We are very optimistic about the long-term growth potential of the Vietnamese market and have been preparing for this entry for quite some time.
“The opening of this store represents not just our debut in Vietnam, but also a major step forward in building our broader Southeast Asian network.”
