Grand reopening largest MUJI store in Vietnam

OVERVIEW

Bloom Event was honored to partner with T&A Ogilvy and MUJI to deliver a series of events celebrating the grand reopening of MUJI Lê Thánh Tôn—now officially the largest MUJI store in Vietnam, marking the brand’s 5-year anniversary in the market.

The campaign combined public and private events, promotional activations, and large-scale customer engagement, designed to welcome customers back to the store with a completely refreshed experience and meaningful appreciation programs.

HIGHLIGHTS

Campaign Timeline

• • 12–23.11: Teasing phase with social contest “MUJI invites you to take a look”

• • 28–30.11: Grand reopening event
    • • 3 consecutive days of major promotions
    • • Over 3,000 visitors per day
    • • Gifts for the first 1,000 early-queue customers daily
    • • Shopping vouchers for bills from VND 1,000,000

• • 01–14.12: Extended promotion
    • • VND 200,000 voucher for next purchase with bills over VND 1,000,000

Recap

Event Execution

• • Combination of 2 private events and public-facing activations

• • Simple and refined agenda, aligned with MUJI’s Japanese philosophy of simplicity, precision, and responsibility

• • Extensive behind-the-scenes planning with a high level of coordination to handle large-scale last-minute changes while maintaining quality and timelines

Manpower & Operations

More than 100 personnel were deployed to ensure seamless execution and risk management:

• • Producers: 2

• • Core event crew: 5

• • Event team: 10 PG & 5 helpers

• • MC: Thanh Giang

• • Taiko drum performance: Saigon Dance Group (5 performers)

• • Tea break team: 20 staff

• • Queue management team: 32 staff

• • Gift PG team: 1 PL, 1 Supervisor, 1 Admin, 12 PG, 6 helpers

• • Security: 11 guards

• • Local security officers: 4

• • Medical staff: 2 nurses

• • Livestream & live cam: 5 crews

• • Production & technical team: 10 staff

• • Sound system team: 3 staff

• • Event photography, videography & flycam: 11 crews

• • VIP photography: 5 crews

In addition, thousands of items—including 3,000 bánh mì portions from Bà Huynh, production materials, printing, equipment, and rentals—were delivered smoothly with the strong support of trusted suppliers.