Grand reopening largest MUJI store in Vietnam
client
T&A Ogilvy
sow
Store Opening | Brand Activation | Retail Event
Location
Muji Le Thanh Ton
year
27-28 Nov, 2025
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.
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