So how does the brand link this philosophy with daily life and retain Vietnamese consumers?
LifeWear is not only fashion but also a philosophy of life
6 years ago, not many Vietnamese people knew about LifeWear. After more than half a decade, this philosophy has gradually become familiar. From the fashion concept, LifeWear becomes a source of inspiration for a new lifestyle.
The spirit of innovation of LifeWear is always at the forefront. The fabric material is constantly improved to make users more satisfied. UNIQLO regularly cooperates with leading designers to create sophisticated, fashionable collections. Typical examples are collections collaborating with famous designers JW AndERSON; or UNIQLO U Thu/Dong collections created by Art Director Christophe Lamaire and Sarah-Linh Tran and a team of colleagues in Paris.
According to Mr. Akiyama Naoki, General Director of UNIQLO Vietnam, the important thing for UNIQLO is the trust of customers. During 6 years in Vietnam, that belief has become the driving force for the brand to continuously improve LifeWear products and expand activities contributing to society. To express gratitude for consumers' affection, every year, UNIQLO organizes "Thanks Week" with many attractive promotions, sharing collections to honor local culture.
touching the hearts of Vietnamese people with sophistication and sincerity
The highlight of UNIQLO is the Omotenashi culture, expressed through hospitality and a heartfelt attitude in serving customers. At UNIQLO, each new employee is well-trained, every activity is recorded and analyzed, from Japanese-style folding techniques to 6 standard communication sentences: "Welcome to UNIQLO! , "Have you found everything you need?"
In addition, UNIQLO also connects customers on online stores by creating a user-friendly shopping interface. In 2024, this online store grew by 140% of new members.
Connecting with sustainable values for the community
In recent years, UNIQLO has coordinated with the Hope Fund, extracting revenue from two BST UTme! Dan Gian Ky Su and UT Mickey Mouse in Vietnam to build schools in remote provinces. To date, 5 schools and 1 bathroom have been built in Yen Bai (now Lao Cai province) and Son La, helping more than 300 students study in safe classes. During the Thanks Week of Autumn/Winter (November 21-27), the UBGT UT Mickey Mouse in Vietnam returns with 6 new motifs, continuing the mission of building 2 new schools in Cao Bang and Lao Cai provinces in the Spring of 2026.
UNIQLO accompanies the Hope Fund to support people affected by natural disasters. Last November, when floods separated many areas in Hue, the brand promptly provided support, visited people, medical staff and children. Previously, UNIQLO contributed 1 billion VND to support the Northern and Central mountainous areas, helping to rebuild schools after storms and floods. To date, UNIQLO has spent 2.5 billion VND accompanying localities to overcome the difficult period after natural disasters.
Within the framework of the global initiative "The Heart of LifeWear", UNIQLO and the Hope Foundation have donated 20,000 HEATTECH shirts to people in the mountainous provinces of Son La, Yen Bai (now Lao Cai province), Tuyen Quang..., helping people overcome harsh weather conditions. UNIQLO also persistently implemented the PEACE FORAll project with Plan International, supporting 8 villages in Ha Giang to reduce child marriage. The project has just inaugurated a new boarding school in Tuyen Quang province, providing a safe living space for 120 ethnic minority students.
