JINS opens first store in Vietnam

(Dan Tri) - This is an important strategy of Japan's leading eyewear brand in its journey to expand its market in Southeast Asia.

Japan's pioneering eyewear brand

JINS opens its first flagship store in Vietnam, Saigon Centre (Photo: JINS).

Born in Tokyo, JINS is one of Japan's leading eyewear brands, famous for combining premium quality, minimalist design and authentic Japanese service experience.

Since its inception, JINS has pursued the SPA model - a retail model in which the brand controls the entire value chain from design, production to retail distribution. By fully controlling the process, JINS can ensure consistent quality, competitive prices, and a consistent experience in every store around the world .

As of September 2025, the brand has 810 stores globally, present in major markets such as Japan, mainland China, Taiwan (China), Hong Kong (China), the Philippines and Mongolia. Vietnam is the 8th market in the brand's global expansion journey.

JINS's entry into Vietnam on November 8 with the flagship store JINS Saigon Centre follows a wave of Japanese brands stepping up retail investment in Southeast Asia, especially Vietnam - a market highly appreciated for its rapid urbanization, growing middle class and love of the Japanese lifestyle.

Display area of ​​JINS's most popular glasses models (Photo: JINS).

Cautious penetration strategy

Instead of massive expansion, JINS chose to test the waters by launching a pop-up store at the high-end shopping mall Saigon Centre (HCMC). In just a short time, this experimental store attracted thousands of visitors, with more than 2,000 pre-orders, far exceeding initial expectations.

On the opening day, the store recorded a large number of visitors, proving the appeal of the Japanese eyewear brand (Photo: JINS).

According to the brand representative, JINS targets young customers Gen Z and Millennials, as well as people working in technology and creative environments, who value convenience, personal style and product precision.

Positioned in the mid-range and high-end segment, JINS brings outstanding value thanks to the ability to optimize costs through the SPA model, helping product quality to be much higher than equivalent prices on the market.

One of the attractions of JINS is the speed of service within about 30 minutes. The entire process from measuring eyes, choosing frames, fitting lenses to receiving products is done quickly but still ensures high accuracy.

Close-up of the JINS 360° area with multi-directional motion hinge, providing a flexible, comfortable wearing experience and outstanding durability (Photo: JINS).

The two most prominent product lines of the Airframe and JINS 360° brands have created a reputation for JINS globally. JINS Airframe is a line of “light as air” glasses, made from PPSU and β-titanium materials commonly used in medical equipment. The design hugs the face, the soft silicone nose pad and the rubber temple tip make it comfortable to wear all day.

Meanwhile, JINS 360° uses multi-directional hinges, allowing the frame to flexibly follow every facial movement. Each pair of glasses undergoes rigorous durability testing, withstanding a compressive force of 150kg and more than 100,000 folds and opens.

In addition, JINS also develops specialized glass lines such as JINS Home for living and working at home; Combination Titanium combines high-grade titanium metal with lightweight plastic, aiming for an elegant, modern style...

Experience Japanese standard in Ho Chi Minh City

JINS Saigon Centre store opened on November 8, with a 200m² space designed according to the philosophy of “Magnify Life - Open your eyes together”. The entire space is inspired by Japanese aesthetics, balancing order and nature, eliminating visual noise to highlight the beauty of the products.

Customers coming to JINS can experience free eye examination services, consultation on choosing suitable lenses and receive glasses in just half an hour, all done according to Japanese standards.

With the launch of its first store at Saigon Centre, JINS affirms its long-term commitment in Vietnam and plans to expand its chain of stores in major cities in the near future.

“Vietnam is a young, dynamic market with increasingly high aesthetic taste. We believe that the values ​​of quality, creativity and Japanese spirit will be positively received by Vietnamese consumers,” said Mr. Atsushi Ogawa - General Director of JINS Vietnam.

Source: https://dantri.com.vn/giai-tri/jins-khai-truong-cua-hang-dau-tien-tai-viet-nam-20251111155920986.htm