K-startup Showroom in Vietnam: Comprehensive K-Beauty & Character Goods

The Invention Lab Opens K-Brand Pop-up Store Exclusive Zone in Ho Chi Minh's Sun Avenue! Establishing a Bridgehead for Korean Startups in the Vietnamese Market The Invention Lab, an early-stage investment firm and TIPS operator, has established a special bridgehead for Korean startups and small and medium-sized brands hoping to enter Vietnam. On the 23rd, the company officially opened an exclusive pop-up store zone, approximately 100㎡ in size, within the Sun Avenue complex in Ho Chi Minh City, Vietnam, providing a platform to directly introduce promising K-brands such as beauty, fashion, F&B, and character merchandise to local Vietnamese consumers. This exclusive zone can be rented flexibly for a minimum of one week to a maximum of one month. It is equipped with amenities such as a dressing room, powder room, and a dedicated storage facility, centered around a U-shaped exhibition table, allowing brands to configure the space as they wish. Notably, two resident staff members are stationed at the pop-up store to handle on-site operations without the need for separate hiring. Upon request, support is also provided through connections with local experts for online marketing, promotions, logistics, and permits, significantly reducing the burden on early-stage businesses entering the market. The Invention Lab introduced this pop-up store model to overcome the limitations of existing large-scale exhibitions or multi-shop entry methods, which include high costs, short durations, and restricted independent operation. Through the pop-up store, brands can set up their space at a lower cost, directly communicate with loyal customers who visit for their brand, and gain accurate and vivid market feedback and insights. Sun Avenue, where the pop-up store is located, is a large-scale mixed-use complex with a residential population of 10,000. It is known as a key commercial district in Ho Chi Minh with a high flow of young people, thanks to numerous large cafe franchises. Currently, six Korean startups, offering products such as cosmetics, character merchandise, and traditional Korean desserts, have confirmed their entry until the end of September. They plan to operate their independent pop-up stores for a minimum of one week to a maximum of one month, targeting the local market. Kim Jin-young, CEO of The Invention Lab, emphasized, "Vietnam remains a market where offline business infrastructure is crucial, and for products incorporating new Korean technologies and trends, expanding experiences through direct face-to-face interaction with consumers is essential." He added, "We will differentiate this pop-up store as a LIPS-linked overseas expansion base and a testing ground where brands wishing to enter Vietnam can achieve tangible results based on customer data." This pop-up store exclusive zone was established through joint investment and operation with Vietnamese local e-commerce companies DORADO and DHI, as well as Vietnamese marketing specialist C-Labs, securing local networks and expertise.