Tokyo Girls Collection Makes Its Vietnam Debut — Behind the Scenes of a J-Fashion Festival That Drew 30,000 Fans

TGC Vietnam 2026 will hold its first edition in Ho Chi Minh City on March 28-29, 2026. One of Japan's largest fashion events has chosen Vietnam as the site of its first overseas landing.

What Is TGC

Tokyo Girls Collection (TGC) is Japan's largest fashion event, hosted by W TOKYO. Since its first edition in 2005, it has drawn more than 60,000 attendees each time and has driven trends in fashion, beauty, and entertainment. The fact that Vietnam was chosen as the site of its first overseas landing speaks to the strategic importance of the Vietnamese market.

Two Days in Ho Chi Minh City

TGC Vietnam 2026 runs for two days, March 28-29. Free general admission on the first day is expected to draw more than 30,000 attendees. Boy band One Or Eight and singer Miyuna will perform from Japan, with collaboration stages planned alongside Vietnamese artists. Beyond the runway, it is a large-scale festival featuring merchandise, food, and cosmetics booths. The organizers see it not as a one-off event, but as a springboard for expansion across Southeast Asia starting from Vietnam.

Why Vietnam Was Chosen

First, the high level of penetration of Japanese pop culture. Vietnam is one of the Southeast Asian countries with the strongest affinity for Japanese anime, manga, and music. Second, its young population structure, with 60% of its roughly 100 million people under age 35. Third, the accelerating expansion of Japanese retail and food service companies such as Uniqlo, Aeon Mall, Takashimaya, and Matsuya, which means TGC can serve as a platform for raising brand awareness.

What it means for Japanese companies

TGC Vietnam carries several strategic implications for Japanese companies. On the brand awareness side, it offers reach to tens of thousands to hundreds of thousands of people through social media amplification, on top of the 30,000 attendees. Sales data from the merchandise booths can also make it a test-marketing venue for grasping Vietnamese consumer preferences in real time. It could further serve as an opportunity to develop partnerships with local distributors and influencers.

Vietnam's Fashion Market

Vietnam's apparel and fashion market is worth about USD 5-6 billion annually and is growing 8-10% per year. Generation Z and millennials are driving the growth, and online purchasing through Shopee, Lazada, and TikTok Shop is also expanding rapidly. Uniqlo operates more than 15 stores, but the presence of other Japanese apparel brands remains limited, and TGC could be the catalyst for more new entrants.

Outlook

Whether TGC Vietnam 2026 succeeds will be a litmus test for whether Japan's soft power can be converted into commercial value in Asia. If it draws 30,000 attendees and achieves strong social media reach, it could become an established touring event across Southeast Asian countries.

For those interested in brand expansion in Vietnam, see Please get in touch with SoJapan. The Japanese food boom among Vietnamese Gen Z and the opening of Aeon Mall Hue please also take a look at these.