UNIQLOELEVATE EVERYDAY

In 2019, UNIQLO brought LifeWear to Vietnam, introducing its philosophy of simplicity, utility, and universality to one of Asia’s youngest and fastest-growing markets. A global brand built on essentials was about to meet a culture defined by energy, ambition, and change. Ho Chi Minh City became the stage for this encounter: a place where daily life moves fast and where style is inseparable from spirit.

Launching UNIQLO in Vietnam meant more than opening stores. It was about translating LifeWear into local life, making a global idea feel true to Vietnamese optimism and motion. The campaign needed to do both: deliver the scale of a national launch and express a cultural connection. To achieve that balance, every detail – from message to typography – had to speak both languages fluently.

BaseSGN created the launch concept “Elevate Everyday” (Nâng chuẩn mỗi ngày). It captured Vietnam’s momentum and framed LifeWear as a partner in progress, raising the standard of simplicity, quality, and daily life. The campaign centered on real Vietnamese individuals: students, entrepreneurs, and creators whose energy mirrored the country’s dynamism. Working with teams in Tokyo, New York, and Vietnam, BaseSGN developed a fully integrated launch of films, outdoor media, and immersive store environments.

To give UNIQLO a true local voice, the team collaborated with type designer Chi Long Trieu to adapt the brand’s core typeface for Vietnamese, ensuring the same minimalist precision could speak naturally in its new context. The Ho Chi Minh City opening drew more than 10,000 visitors on its first day, followed by a nationwide rollout in Hanoi. More than a market entry, it marked the beginning of a dialogue where Japanese minimalism meets Vietnamese vitality.