Core Viewpoint - Tokyo Lifestyle Co., Ltd. has opened its first directly-operated store in Ho Chi Minh City, Vietnam, marking a significant step in its Southeast Asia expansion strategy [1][9]. Group 1: Store Opening Details - The new store, branded "Reiwatakiya," opened on October 28, 2025, in a prime location on Nguyen Thi Minh Khai Street, which is known for high foot traffic and accessibility to affluent consumers [1][2]. - The store aims to attract both local and international customers, enhancing brand visibility and driving sales momentum [2]. Group 2: Market Strategy - The store is tailored to meet the preferences of Vietnamese consumers, particularly younger demographics who seek stylish and high-quality products [3]. - Tokyo Lifestyle plans to deepen its market penetration through live streaming, collaborations with local KOLs and influencers, and community engagement activities [3][8]. Group 3: Product Offering and Customer Experience - The store features a wide selection of products, including cosmetics, skincare, personal care, and home goods, positioning itself as a "one-stop lifestyle destination" [4]. - To enhance customer satisfaction, the store incorporates a digital management system and a customer-centric layout [5]. Group 4: Market Potential - Vietnam's population exceeds 100 million, with approximately 70% aged between 15 and 64, indicating a strong consumer base [6]. - The middle class in Vietnam is projected to account for 26% of the population by 2026, driving consumption upgrades [6]. Group 5: Strategic Importance - The favorable macroeconomic and demographic factors in Vietnam support Tokyo Lifestyle's entry into the market, aligning with its strategy to capture growing consumer demand [7]. - The new store is expected to serve as a strategic hub for operations in Vietnam, integrating online platforms with localized marketing channels [8]. Group 6: Future Plans - The company plans to continue expanding its investment in Vietnam and adopt a hybrid online-and-offline retail model [10]. - Tokyo Lifestyle aims to build a Japanese lifestyle brand that resonates with Vietnamese consumers and expand into other major Southeast Asian cities [10][11].