Beyond the official commencement of both brands, the opening ceremony offered an occasion for the team, partners, guests, and long-standing companions to reflect on the path traveled so far, while inaugurating fresh forward strides on the developmental horizon ahead.
FROM A NEW MILESTONE TO FRESH EVERYDAY EXPERIENCES
Anchored in foundational manufacturing excellence, operational discipline, and a clear long-term vision, the LUMI HOLDINGS ecosystem is methodically expanding toward brands, goods, and touchpoints intimately woven into customers' everyday lives.
The debut of NHÀ NHÀ SHOP and CHOOCHA represents a vital stride in that journey. While NHÀ NHÀ SHOP infuses delight into living spaces through thoughtfully curated modern lifestyle essentials, CHOOCHA serves as an uplifting recharge station amidst fast-paced urban rhythms.
Two brands with distinct personalities, united by a singular purpose: delivering thoughtful, heartfelt experiences and infusing joy into life's simplest everyday moments.
NHÀ NHÀ SHOP — BRINGING DELIGHT TO EVERY HOME
“A home is far more than just a place to stay.”
— NHÀ NHÀ SHOP Brand Philosophy
From this philosophy, NHÀ NHÀ SHOP was conceived as a retail and experiential sanctuary for contemporary living — where every item not only fulfills its practical utility but elevates the feeling of coming home into something comforting and inspiring.
From home fragrances, kitchenware, and fine stationery to personal care, curated blindboxes, and lifestyle goods, NHÀ NHÀ SHOP selects everyday subtleties that make living more convenient, aesthetic, and joyful.
Because we believe joy often sparks from the smallest things: a beloved mug, a comforting scent in the hallway, an elegant notebook on the desk, or an accent piece that makes a quiet corner feel just right.
NHÀ NHÀ
A retail ecosystem elevating modern Vietnamese lifestyles
CHOOCHA — INSTANT SMILES, INSTANT DELIGHT
“An express recharge tea station of positive energy amidst fast-paced urban tempos.”
— CHOOCHA Brand Positioning
Also officially launched on September 16, CHOOCHA introduces a dynamic new pillar to the ecosystem: beverage culture and social connection tailored for the next generation.
Positioned as an “express recharge tea station of positive energy”, CHOOCHA was born amidst rapid urban tempos, where pauses are often measured in minutes.
The CHOOCHA experience centers on three core promises: FAST – DELICIOUS – JOYFUL. Fast because CHOOCHA values every customer's time. Delicious because every drink is crafted with meticulous ingredient sourcing and flavor balance. And joyful because with every visit, patrons carry away not just a beverage, but a pocket of uplifting optimism for their day.
FAST
Valuing every minute of your time
DELICIOUS
Carefully crafted flavors & ingredients
JOYFUL
Pocketful of positivity with every cup
CHOOCHA
Rich milk tea, pioneering experiences for the new generation
A MEANINGFUL NEW TOUCHPOINT FOR BÔNG
The grand opening also marks an inspiring advancement for BÔNG — LUMI HOLDINGS' dedicated home-care brand — as BÔNG products are now officially showcased and available on the shelves of NHÀ NHÀ SHOP.
Transitioning from home-care manufacturing to an experiential retail environment where customers can directly see, hold, and experience the products, presence at NHÀ NHÀ SHOP establishes a tangible physical touchpoint bringing BÔNG closer to Vietnamese households.
This embodies how brands within the LUMI ecosystem organically connect and reinforce one another, cultivating richer, seamless experiences across our customers' everyday routines.
BÔNG
Everyday home care crafted with warmth for Vietnamese families
ONE OPENING DAY, A NEW CHAPTER UNFOLDS
September 16, 2026 concluded with unforgettable memories shared among our dedicated team, partners, guests, and companions across this journey. Yet for NHÀ NHÀ SHOP, CHOOCHA, and BÔNG, this milestone is merely the beginning of the next growth horizon.
From manufacturing and family home care to retail, lifestyle, dining, and hospitality, the LUMI ecosystem will continue its purposeful expansion rooted in enduring quality, sincerity, and superior customer experiences.
Each brand carries its unique narrative. Each touchpoint meets a distinctive need. Yet all converge on one enduring commitment: bringing better products, services, and experiences closer to our customers' lives.
