Basement level 1 of Landmark 81, the tallest building in Ho Chi Minh City, Vietnam. As we descended the escalator, colorful tumblers caught our eye. Although Lock&Lock stores are known for airtight containers in Korea, it was actually tumblers that occupied the entire front of the store. Amid notices advertising up to 50% discounts to mark Vietnamese Women's Day (October 20), various tumblers were displayed, ranging from pastel tones to vibrant checkered patterns.
This display method reflects the lifestyle of local consumers. In Vietnam, where dining out culture is well-developed and cold beverages are popular, demand for tumblers is high. Le Ngoc Phuong, deputy store manager of Lock&Lock Landmark 81 store, said, "Pink tumblers are the best-selling items," adding, "Bright colors and vibrant patterns are very popular."
Loop-type tumblers, considering local characteristics where motorbikes are a primary means of transportation, also stood out. Nam Seong-woo, head of Lock&Lock Vietnam subsidiary, said, "Loop-type products that are convenient to use while on the move are very popular," and added, "As interest in health grows, preference for ceramic-coated products is also increasing."
Next to the shelves occupied by tumblers were small home appliances such as hair dryers and hair removal devices. Only when we went deeper into the store did the airtight containers familiar from Korea finally appear. As an employee removed the air from inside a vacuum airtight container, the lid sealed tightly.
Lock&Lock, which entered Vietnam in 2008, had annual sales of 80 billion won last year. With popularity increasing every year, sales in the first half of this year increased by 52.2% compared to the same period last year. The secret to growth lies in changing sales strategies to match local consumers' lifestyles without being bound by main products that sell well in Korea. Head Nam said, "While airtight containers are representative products in Korea, small home appliances and tumblers are the mainstays in Vietnam," adding, "The strategy of establishing ourselves as a premium brand without getting caught up in price competition in the household goods market where similar brands easily emerge proved effective."
Offline stores played an important role in building a premium image. Lock&Lock operates direct stores centered on major shopping malls such as Landmark 81, allowing consumers to experience products directly. Subsequently, it expanded franchise stores and sales networks to provincial cities, currently operating 57 direct and franchise stores.
Live commerce has added wings to the growing popularity of Lock&Lock. By expanding live commerce sales networks through Shopee, TikTok Shop, and Lazada, the company generated 47% of its total sales online. Given this situation, a studio for live commerce was even set up within the Ho Chi Minh City subsidiary. In fact, in the subsidiary office, employees standing in front of a green chroma key screen were actively broadcasting introductions of tumblers and small home appliances. Hosts take turns conducting broadcasts for approximately 15 hours a day across two broadcast spaces.
Lock&Lock plans to continue expanding store openings and sales channels within Vietnam. Head Nam stated, "The next five years will be an important period to establish Lock&Lock as a brand leading the lifestyle of Vietnamese consumers as a premium home & living full liner," adding, "We will ensure that the Vietnam subsidiary plays a key role in achieving Lock&Lock's target of 800 billion won in global sales by 2030."
in LIVING
