How many stores do you need to visit to find all the toys, beauty and skincare products, accessories, stationery, food and beverage, and lifestyle items you are craving? OH!SOME, a retail brand newly arrived in Vietnam, aims to make it just one.
This mission was made clear on June 20, 2025, when OH!SOME opened the doors of its flagship one-stop store in Vincom Center Đồng Khởi.
The first thing guests will notice when entering OH!SOME is its sheer size. At 2,000 square meters with sections carefully and clearly delineated based on product type, it represents a pleasing departure from typically crowded and confusing shopping outlets in the city. With wide aisles, colorful displays, bright lighting, and creative arrangements, it’s easy to locate exactly what one is searching for while also supporting comfortable browsing. Designed like a chocolate factory, signature yellow and other candy-like colors stand out alongside chocolate cube-shaped pillars, mirrored walls, and plush backdrops to serve as appealing social media photo backdrops
In addition to its size and intuitive layout, OH!SOME distinguishes itself from traditional stores by selling unique items, including exclusive collections resulting from a long-term partnership with Disney in 2024. Winnie the Pooh and a seaside-themed Stitch collection are sold alongside anime favorites like Haikyu!! and Attack on Titan collectibles. Catering to shoppers of all ages, the inventory also includes Korean, Chinese, and Japanese beauty products that have achieved viral status as well as practical yet stylish daily items tailored to local lifestyles. Young children can enjoy a full range of thrill-enducing toys and blind boxes.
The flagship store in Vincom Center Đồng Khởi is the seventh OH!SOME outlet in Vietnam. While new here, the brand has already made a name for itself abroad, with more than 110 offline stores across Singapore, Indonesia, Malaysia, and Cambodia. Committed to becoming a global brand, its products aim to offer the best from around the world. A membership program with offline engagements such as DIY workshops further aim for a sense of local community.
Shopping in OH!SOME can best be likened to browsing TikTok Shop or Shoppee but in real life. Fun, colorful, dynamic and engaging, it comforts visitors with the idea that what’s missing in their soul can be purchased at an affordable price. Or in the words of the brand itself: "The name "OH!SOME" is a playful blend of the words "OH!" and "Awesome." It captures that spontaneous moment of surprise and delight — the feeling we want our customers to experience every time they step into our stores, discover something new from our brand, or use our products in their daily lives."
