In 2026, Vietnam is witnessing a strong shift from traditional retail models to experiential retail. Shopping malls are no longer just places for purchasing goods; they are evolving into entertainment hubs where customers can engage, socialize, and explore immersive experiences.
Brands are increasingly adopting technologies such as AI and AR/VR to personalize customer journeys, from virtual try-ons to contactless payments. This transformation not only enhances customer satisfaction but also increases dwell time and spending, particularly among Gen Z and Millennials.
