Bandai brings Gundam pop-up to Vietnam for first time, seeking to assess market

The event, held from Wednesday to August 23 at Takashimaya - Saigon Centre, is the first Gundam Base pop-up to be held in Vietnam. 

During the first two days, thousands of visitors came to buy limited-edition Gundam model kits, view large Gundam models and join free model-building activities.

Some visitors began queuing early in the morning to attend the event.

The event also featured limited-edition products that had previously been sold exclusively in markets with permanent Gundam Base locations.

Bandai assesses possibility of permanent store

Go Hobby, a brand under GoGo Entertainment (GGE) and an authorized distributor of Bandai products in Vietnam, said the event marks an important milestone after 10 years of developing the local Gundam market.

A Go Hobby representative confirmed that the pop-up tour is one of the factors being considered in evaluating the possibility of opening a permanent Gundam Base in Vietnam.

GGE said a decision would not depend only on sales.

The company said its immediate goal is to provide Vietnamese consumers with experiences similar to those offered at the Gundam Base while continuing to develop the local Gundam community.

GGE also aims to promote authorized products and combat counterfeit goods.

The event gives Bandai and its Vietnamese partners an opportunity to measure consumer interest in a format combining product sales, exhibitions and hands-on activities.

Gundam model kits reach new consumers

N.L., owner of LIB Gunpla, who has followed Gundam for more than 20 years and operated a business selling related products for more than six years, said Vietnam's market for Gundam model kits has changed significantly in recent years.

"Suppliers now have a deeper understanding of the products. Gundam model kits are specialized products, so suppliers and retailers need a certain level of knowledge about them," he said.

N.L. said Vietnam is now among the Gundam model-kit markets showing notable growth.

He attributed the growth to rising incomes and purchasing power, the growing popularity of anime and Bandai's continued release of new Gundam series.

These factors have helped the Gundam brand reach younger audiences, he said.

Before 2021, many Vietnamese consumers discovered Gundam model kits after becoming interested in the Gundam anime series, according to N.L.

He said the trend is increasingly moving in the opposite direction, with some consumers discovering the Gundam brand through the model kits themselves.

This change could expand the market beyond longtime anime and Gundam fans.

Consumers who first encounter Gundam through a model kit can subsequently become interested in its characters, anime series and other products.

Pop-up provides data on local market

Limited-edition model kits are among the main attractions of the event.

These products are mainly aimed at experienced collectors and model builders who already have a strong connection with the Gundam brand, N.L. said.

He said bringing Gundam Base Limited products to Vietnam could allow Bandai to assess demand among its most loyal customers.

"Bandai seems to be asking longtime fans in Vietnam: Are you here? Show us your presence," he said.

The event is being held in central Ho Chi Minh City, allowing it to reach people who may not already be interested in anime or Gundam model kits.

Families visiting the shopping center, foreign tourists and young people who see the large Gundam models can enter the exhibition area out of curiosity.

Some visitors could become new customers after seeing the displays or trying to assemble a model, N.L. said.

N.L. said visitor numbers, social media activity, event reach, customer age, average spending and community engagement could all help the company evaluate the market.

Vietnam already has an authorized distributor, specialist retailers, Gundam model-building communities and competitions, he said.

However, many activities remain fragmented and the market has not yet developed a complete ecosystem.

A permanent Gundam Base could connect retailers, collectors and fans through regular exhibitions, workshops, competitions, community activities and new-product launches, according to N.L.

N.L. said he had discussed the possibility of a Gundam Base in Vietnam with GoGo Entertainment almost every year during his more than six years in business.

"When I heard about the Gundam Base pop-up, I almost cried because I felt that Vietnam had finally been recognized," he said.

From retail store to tourist attraction

The Gundam Base concept is not limited to selling model kits in markets where it has already been established.

The stores also provide exhibition and community spaces for people interested in Gundam and Japanese popular culture.

In Japan, where the Gundam franchise originated, visiting a Gundam Base can be part of a broader experience for people interested in anime, manga and popular culture.

China is also a major market for Gundam model kits, with stores and events serving as points of contact between the brand and local consumers.

If Ho Chi Minh City were to have a Gundam Base, it could offer similar value. 

As the city seeks new tourism products linked to popular culture and younger travelers, a Gundam Base could serve not only as a model-kit store but also as a tourism attraction that could influence travelers' decisions to visit the city.