Dubai, October 2025 – One year after its launch, The Viet Concept (TVC) – the first curated e-commerce platform bringing Vietnamese designs to the Middle East – is gradually becoming a bridge between Vietnam’s creative spirit and the global fashion world. What began as a personal idea has now evolved into one of the pioneering retail models introducing Vietnamese fashion identity to Dubai and Saudi Arabia.
“Made in Vietnam” – When Vietnamese begin telling their own stories
For decades, the phrase “Made in Vietnam” has appeared on millions of fashion items around the world. Yet behind those labels, the stories have rarely been told by Vietnamese voices. Vietnam has long created beauty for the world — but has seldom been recognized as the creator of that beauty. Born from that gap, The Viet Concept was established — a curated platform with a mission to redefine the meaning of Vietnamese design in the eyes of the world: Made in Vietnam. Designed by Vietnamese.
From a small question to a big journey
In 2022, while living and working in Dubai, Lê Kim Thùy Trang, a young Vietnamese marketing professional, often wore Vietnamese designer pieces to work. Each time, she was asked the same questions: “Who designed this? Where did you buy it?” A simple question that sparked a profound journey.
Before founding The Viet Concept, Trang had over a decade of experience in international marketing and branding, having served as Marketing Director for several five-star hotel groups across Dubai and Vietnam. At the age of 27, she left the corporate world to pursue her own mission — bringing Vietnamese design to the world, driven by a belief: “If Vietnam is good enough to produce for the world’s top brands, we are good enough to tell our own story.”
Having lived between two cultures — Vietnam and the Middle East — Trang saw a gap in the market: a lack of designs that are both characterful and soulful, blending craftsmanship with emotional value. From that realization, The Viet Concept was born — as a bridge between East and West, between Vietnamese tradition and contemporary global aesthetics.
The Viet Concept – Not just selling, but connecting
The Viet Concept is not merely an e-commerce site; it’s a platform of connection.
Connection between Vietnamese designers and global fashion lovers.
Connection between cultural identity and international taste.
Connection between dreams and real actions.
Instead of chasing volume, TVC embraces a focused and sustainable approach: curating brands, supporting logistics, pricing, marketing, and communication — empowering Vietnamese designers to sell internationally without upfront costs or physical stores. “We don’t sell in mass. We tell stories — through each design, and through each designer.” — Lê Kim Thùy Trang, Founder of The Viet Concept
The Middle East – Where Vietnamese fashion finds its voice
Between the two extremes of the Middle Eastern market — luxury fashion and mass fast fashion — lies a space for authentic, handcrafted design. Dubai, where only 10% of the population are locals, stands as a cultural crossroads of hundreds of nationalities. Here, fashion sensibilities are shifting from “luxury flashy” to “modern modest” — refined, effortless, and deeply expressive. That is why The Viet Concept chose the Middle East not just as a market, but as a meeting point of East and West — where Vietnamese identity can be both seen and celebrated.
Curating brands – Walking with real people, not trends
For The Viet Concept, choosing a brand is not just a business decision — it’s about finding a companion on the journey. A design must be more than beautiful — it must be authentic: from material and craftsmanship to spirit. Only when the people behind the product are understood does TVC begin a partnership. Brands such as Poem, Cao Stu, Guyehi Studios, Das La Vie, Maison des Copains, Huelleyrose, and DO LONG embody that philosophy — each representing a chapter in the evolving story of Vietnamese fashion.
Telling the right stories, reaching the right hearts
In the Middle East, “luxury” is not measured by price, but by the story behind a product. Consumers here want to know who made it, why they made it, and what values it stands for. That’s why TVC invests in storytelling — launching just one new collection per week, with thoughtfully crafted visuals, lookbooks, and sensory experiences. Its signature content series, #TheVietDesigners, shines a spotlight on each Vietnamese designer — their creative philosophy, inspirations, and the courage behind their craft.
Community – The root of a lasting brand
Alongside media growth, The Viet Concept is building a community of Vietnamese designers in the UAE, creating an ecosystem of mutual development. Each brand is supported in adapting sizing, materials, production, and branding language to better fit local consumer culture. Even when Dubai demands 2–3 day deliveries, TVC prioritizes quality and customer experience over speed.
“We don’t raise prices to offset costs.
We choose to invest in trust and satisfaction.”
— Lê Kim Thùy Trang
Challenges are tests — and opportunities
The fashion world is undergoing a period of strong transformation. Yet amid this global shift, there will always be room for brands that are authentic — with value, story, and soul. Trang calls this moment a “necessary cleansing” — where only those who walk with conviction will remain. TVC does not bet on rapid growth, but on the right growth — slow, steady, and sustainable.
“Vietnamese fashion doesn’t need saving — it just needs to be seen.”
— Lê Kim Thùy Trang
The Bamboo – Symbol of resilience and pride
The logo of The Viet Concept depicts a bamboo tree — a symbol of grace, strength, and perseverance. It mirrors TVC’s own journey: quiet yet determined, rooted yet reaching. Bamboo does not need to be tall to touch the sky — only deep enough to hold the earth. That is the spirit of The Viet Concept: rooted, resilient, and real.
“Vietnam is like a good girl — but if she never steps out to meet the world, no one will know her goodness.”
— Lê Kim Thùy Trang
The Viet Concept is that open door — inviting the world to see that Made in Vietnam is not just about production, but about creation — born of Vietnamese soul and craftsmanship.
“Made in Vietnam” In The Heart Of Dubai
Dubai, October 2025 – One year after its launch, The Viet Concept (TVC) – the first curated e-commerce platform bringing Vietnamese designs to the Middle East – is gradually becoming a bridge between Vietnam’s creative spirit and the global fashion world. What began as a personal idea has now evolved into one of the pioneering retail models introducing Vietnamese fashion identity to Dubai and Saudi Arabia.
“Made in Vietnam” – When Vietnamese begin telling their own stories
For decades, the phrase “Made in Vietnam” has appeared on millions of fashion items around the world. Yet behind those labels, the stories have rarely been told by Vietnamese voices. Vietnam has long created beauty for the world — but has seldom been recognized as the creator of that beauty. Born from that gap, The Viet Concept was established — a curated platform with a mission to redefine the meaning of Vietnamese design in the eyes of the world: Made in Vietnam. Designed by Vietnamese.
From a small question to a big journey
In 2022, while living and working in Dubai, Lê Kim Thùy Trang, a young Vietnamese marketing professional, often wore Vietnamese designer pieces to work. Each time, she was asked the same questions: “Who designed this? Where did you buy it?” A simple question that sparked a profound journey.
Before founding The Viet Concept, Trang had over a decade of experience in international marketing and branding, having served as Marketing Director for several five-star hotel groups across Dubai and Vietnam. At the age of 27, she left the corporate world to pursue her own mission — bringing Vietnamese design to the world, driven by a belief: “If Vietnam is good enough to produce for the world’s top brands, we are good enough to tell our own story.”
Having lived between two cultures — Vietnam and the Middle East — Trang saw a gap in the market: a lack of designs that are both characterful and soulful, blending craftsmanship with emotional value. From that realization, The Viet Concept was born — as a bridge between East and West, between Vietnamese tradition and contemporary global aesthetics.
The Viet Concept – Not just selling, but connecting
The Viet Concept is not merely an e-commerce site; it’s a platform of connection.
Connection between Vietnamese designers and global fashion lovers.
Connection between cultural identity and international taste.
Connection between dreams and real actions.
Instead of chasing volume, TVC embraces a focused and sustainable approach: curating brands, supporting logistics, pricing, marketing, and communication — empowering Vietnamese designers to sell internationally without upfront costs or physical stores. “We don’t sell in mass. We tell stories — through each design, and through each designer.” — Lê Kim Thùy Trang, Founder of The Viet Concept
The Middle East – Where Vietnamese fashion finds its voice
Between the two extremes of the Middle Eastern market — luxury fashion and mass fast fashion — lies a space for authentic, handcrafted design. Dubai, where only 10% of the population are locals, stands as a cultural crossroads of hundreds of nationalities. Here, fashion sensibilities are shifting from “luxury flashy” to “modern modest” — refined, effortless, and deeply expressive. That is why The Viet Concept chose the Middle East not just as a market, but as a meeting point of East and West — where Vietnamese identity can be both seen and celebrated.
Curating brands – Walking with real people, not trends
For The Viet Concept, choosing a brand is not just a business decision — it’s about finding a companion on the journey. A design must be more than beautiful — it must be authentic: from material and craftsmanship to spirit. Only when the people behind the product are understood does TVC begin a partnership. Brands such as Poem, Cao Stu, Guyehi Studios, Das La Vie, Maison des Copains, Huelleyrose, and DO LONG embody that philosophy — each representing a chapter in the evolving story of Vietnamese fashion.
Telling the right stories, reaching the right hearts
In the Middle East, “luxury” is not measured by price, but by the story behind a product. Consumers here want to know who made it, why they made it, and what values it stands for. That’s why TVC invests in storytelling — launching just one new collection per week, with thoughtfully crafted visuals, lookbooks, and sensory experiences. Its signature content series, #TheVietDesigners, shines a spotlight on each Vietnamese designer — their creative philosophy, inspirations, and the courage behind their craft.
Community – The root of a lasting brand
Alongside media growth, The Viet Concept is building a community of Vietnamese designers in the UAE, creating an ecosystem of mutual development. Each brand is supported in adapting sizing, materials, production, and branding language to better fit local consumer culture. Even when Dubai demands 2–3 day deliveries, TVC prioritizes quality and customer experience over speed.
“We don’t raise prices to offset costs.
We choose to invest in trust and satisfaction.”
— Lê Kim Thùy Trang
Challenges are tests — and opportunities
The fashion world is undergoing a period of strong transformation. Yet amid this global shift, there will always be room for brands that are authentic — with value, story, and soul. Trang calls this moment a “necessary cleansing” — where only those who walk with conviction will remain. TVC does not bet on rapid growth, but on the right growth — slow, steady, and sustainable.
“Vietnamese fashion doesn’t need saving — it just needs to be seen.”
— Lê Kim Thùy Trang
The Bamboo – Symbol of resilience and pride
The logo of The Viet Concept depicts a bamboo tree — a symbol of grace, strength, and perseverance. It mirrors TVC’s own journey: quiet yet determined, rooted yet reaching. Bamboo does not need to be tall to touch the sky — only deep enough to hold the earth. That is the spirit of The Viet Concept: rooted, resilient, and real.
“Vietnam is like a good girl — but if she never steps out to meet the world, no one will know her goodness.”
— Lê Kim Thùy Trang
The Viet Concept is that open door — inviting the world to see that Made in Vietnam is not just about production, but about creation — born of Vietnamese soul and craftsmanship.