Bookstores join in the excitement of the 2026 World Cup.

The World Cup atmosphere was brought to the bookstore with exciting activities such as interactive football, role-playing as a player, or controlling a robot to play soccer.

On May 22nd in Ho Chi Minh City, FAHASA organized an event to introduce Lego's FIFA World Cup 2026 themed model kits, with many products going on sale simultaneously with the international market.

Children experience assembling Lego models at FAHASA bookstore. Photo: MC

The event attracted football fans, parents, and many children in Ho Chi Minh City to visit and participate in the activities.

Bao Khanh (23 years old) shared: “The FIFA World Cup is a very special event for the whole world . I am very excited to be here and own publications from the 2026 season.”

Joining in the excitement of the global football season, FAHASA is also launching the "Goals Kid - Summer Football Playground 2026" program, which runs until June 1st. In particular, the first 50 children who complete the daily challenges will receive World Cup-themed gifts from the program.

“Goals Kid - Summer Football Playground 2026” features participation from various brands such as Lego, Panini, Vecto, Waboba, and Champion Games. The program includes activities such as taking photos with a Lego-themed FIFA trophy, interactive football, role-playing as a player, controlling robots to play football, and more.

Speaking with Tri Thức - Znews , Ms. Pham Thi Hoa, Deputy General Director of FAHASA, said that the bookstore system is aiming to become a cultural, experiential, and entertainment space for the community.

“In recent years, FAHASA has implemented a smart, modern, and youthful bookstore model. Bookstores today are not only places to buy books or cultural products, but also become cultural destinations, experiences, and entertainment venues for the community,” Ms. Hoa said.

In the context of the booming e-commerce market, traditional bookstores are facing intense competition from online platforms. Ms. Hoa acknowledged that online sales channels offer many promotions and high discounts, which negatively impacts the number of customers visiting bookstores.

“We always strive to create activities that online shopping can hardly replace. Most bookstores in the FAHASA system have spaces to organize events and workshops to create opportunities for young people and families to visit and access reading culture. This is also a strategy to help traditional bookstores increase their connection with readers,” Ms. Hoa said.

Source: https://znews.vn/nha-sach-hoa-cung-suc-nong-world-cup-2026-post1653299.html