Union Square Vietnam Christmas Bazaar
On December 12, 2025, the bazaar opened its doors. Foot traffic increased from almost no visitors to hundreds of people in a single day. Families interacted with the installations, tourists explored food and gift stalls, young visitors created viral TikToks, and the event achieved nationwide press coverage and millions of organic social media reach, all within the first 24 hours.
The Challenge
How do you market a space that is not yet fully developed?
Over the past years, Saigon’s most luxurious mall faced challenges filling certain areas due to unclear floor concepts and direction. As part of the 2025 strategy for Union Square Vietnam, a holistic approach to floor planning was developed. The goal was to give future tenants and internal teams a clear understanding of look and feel, customer demographics, brand positioning, and tenant mix.
Lower Level 2 opened in mid 2025 with direct access to Ho Chi Minh City’s first metro line. This marked a milestone not only for Union Square as the first mall in Vietnam connected to the metro, but also a turning point in customer diversification.
While the ground floor and Level 1 are home to the world’s most prestigious luxury brands such as Audemars Piguet, Hermès, Dior, and Cartier, the basement levels were positioned as younger and more dynamic. LL3, Rue Miche, targets trend focused Gen Z and Millennials. LL2 addresses a similar age group, but with very different behaviors, shaped by daily commuters, a broader mass audience, and tourists driven by the metro connection.
The biggest challenge was LL2 itself. At the time, traffic was close to zero. Only two tenants were operating. The space was technically open, but without energy, relevance, or life.
Our Solution
With the strongest commercial season of the year approaching, a Pop Up Christmas Bazaar concept was developed, inspired by European Christmas markets. A place where people stroll, gather, eat, discover, and enjoy the festive season together. The concept included a modular, warm, and reusable booth and decoration system designed to work beyond Christmas and support future pop up formats.
Tenant demand exceeded expectations. Through a mix of organic social media content and targeted dark ads, registrations reached more than 250 percent of planned capacity within days. From there, the final tenant mix was carefully curated to create a coherent festive atmosphere while meeting visitor needs across food, gifts, and experiences.
The Result
More than a seasonal activation, this project demonstrated how programming, storytelling, and experience led concepts can unlock underutilized spaces. It also set a foundation for LL2 as a flexible platform for future cultural, lifestyle, and community driven formats that complement Union Square’s luxury core.
Come and take a look.
Merry Christmas 🎄