FRONT ROW (www.front-row.com) is an online retail platform with great potential established by Tam Son, a leading company in the luxury retail industry. It offers a diverse collection of products ranging from clothing, fashion accessories, footwear, fragrances to audio equipment and home decor. With a visionary approach to creating a comprehensive destination that enhances the living experience, FRONT ROW aims to assert its potential, influence, and reliability through the quality of its products and services provided to consumers.

In 2024, FRONT ROW emerges as the leading e-commerce platform for fashion and lifestyle, based on Tam Son’s two-decade legacy. Targeting the contemporary consumer segment that appreciates beauty and convenience, FRONT ROW’s philosophy revolves around celebrating individuality and elevating style. The name FRONT ROW is chosen to convey the message that every customer is placed in the forefront when exploring the latest trends and enjoying dedicated services. The tagline “Style Your Passion” encapsulates the pursuit of a vibrant and inspired lifestyle through fashion, creativity, and modern consumer values.

Beyond the boundaries of a typical online shopping destination, FRONT ROW’s differentiation lies in the inherent advantage derived from the Tam Sơn ecosystem, enabling the platform to possess numerous benefits.

Firstly, FRONT ROW boasts nearly 20 prestigious brands, including Kenzo, Maison Kitsuné, BOSS, HUGO, Sandro, Maje, Marc Jacobs, FairLiar, acmé de la vie (ADLV), as well as Bang & Olufsen, Devialet, Lalique, Christofle, Bernardaud, Diptyque, and Hanoia. The platform plans to further expand its portfolio by the end of 2024. Integrating these renowned brands onto the e-commerce platform enables customers to easily access information and make purchases with simple actions on their computers or phones, accompanied by convenient return policies, thus saving time and costs.

Secondly, all products on FRONT ROW undergo a careful selection process by the Tam Son team, leveraging their 20 years of experience. FRONT ROW aims to strike a balance between global trends and the preferences of Vietnamese consumers, offering choices that not only reflect contemporary styles but also align with the cultural context and lifestyle experiences of customers. When shopping on FRONT ROW, consumers can have complete confidence in the quality and up-to-date nature of the trends. Through its regular feature called “Curated Looks,” FRONT ROW introduces users to new fashion trends and provides practical outfit suggestions that are tailored to the market, consumer culture, and product availability. This personalized curation is a unique offering that sets FRONT ROW apart as a leading fashion and lifestyle e-commerce platform in Vietnam.

Thirdly, FRONT ROW inherits standardized operating procedures from Tam Son Company, thereby establishing a comprehensive shopping experience from order placement to product delivery and after-sales service, with a focus on personalization. Online interactions are optimized based on the philosophy of simplicity, intuitiveness, and convenience, ensuring users always find joy in their fashion and lifestyle exploration journey. At FRONT ROW, the strong relationship between the brand and customers nurtures absolute trust and satisfaction — a sustainable value that FRONT ROW prioritizes building.

It’s evident that FRONT ROW represents Tam Son’s evolution in establishing a fast and convenient multi-brand shopping experience for customers. Embedded within Tam Son’s offline-to-online ecosystem, FRONT ROW exemplifies the retailer’s sustainable development strategy and promises to become a beloved online shopping platform in the future.

During its launch phase, FRONT ROW introduces a promotional policy offering a 10% discount on the first order when customers sign up as members. This program applies to all regular-priced products on FRONT ROW and cannot be combined with VIP benefits or other promotional programs.

As the Gold Sponsor, Openasia Group, together with Tam Son (Silver Sponsor) and Opal (the organizing unit of “Balade en France” for three consecutive years), has brought an exceptionally successful event with an abundant French culinary experience, along with sports activities and captivating art performances.

The Taste France booth left a lasting impression with its activities of introducing and offering free tastings of various French specialties such as premium cheeses, milk and butter, fruit preserves, chocolate, pastries, and wines from well-established restaurants and brands in the market. In addition to being an event sponsor, Openasia also brought unique booths including La Table Hanoia, Hanoia (a workshop for experiencing the art of lacquer painting), and Alba Water & Skincare, adding diverse and high-quality experiences to the event.

The sports village was a special highlight of this year’s program. In order to cheer for the Paris 2024 Summer Olympics, the sports village, organized by Decathlon – the leading sports brand in France and Official Partner of the Paris 2024 Olympics – hosted various exciting sports games such as basketball, archery, badminton, golf, and more. Visitors also had the opportunity to receive attractive gifts such as backpacks, water bottles, drawstring bags, or shopping vouchers from top sports brands in France.

Alongside the culinary and sports programs, the festival also organized a breakdance & hip-hop competition along with selective artistic performances. The “Balade en France: All in One 2024” street dance competition took place within the framework of the French Culinary Festival and featured the participation of top breakdancers from both domestic and international scenes. The event was judged by reputable judges and sponsored by Openasia Group as the prize sponsor. The winner of the FreeStyle category was awarded round-trip airfare to Taiwan to participate in the “Respect Culture” competition. Winners in the Breaking Pro & Kid categories also received attractive cash prizes.

In addition, the participation of artists and special guests such as sports and lifestyle KOL Celine Nha Nguyen, singer Hoang Dung, content creators Ninh Anh Bui – Nguyen Tung Duong, Viet Anh with his dog Butin, and basketball players from the Hanoi Buffaloes Club contributed to creating a vibrant atmosphere for the festival.

The Balade En France French Culinary Festival is an annual event that takes place every two years, starting from 2018. In 2024, the festival welcomed 400,000 attendees, featuring 70 booths with 72 partners; 6 gold sponsors, 3 silver sponsors, and 11 bronze sponsors. Additionally, the participation and support from Openasia and its member companies played a crucial role in the success of the event, creating a true French culinary journey in the heart of Hanoi.

To kick off the Lunar New Year festivities, three Partners represented the group in presenting lucky money to all members with the “Dragon Blessing Prosperity” red envelopes. This is one of the distinctive cultural features of Vietnam that the Openasia family cherishes and upholds. The vibrant red color of the envelopes, combined with the imagery of a golden dragon amidst clouds, not only pays homage to tradition but also conveys wishes for prosperity and auspiciousness in the new year.

In addition, Openasia also pays homage to its roots with a traditional temple-visiting ceremony at the beginning of the year. Under the guidance of Venerable Thich Vien Dinh, colleagues from the Hanoi office visited three ancient temples in Soc Son, experiencing serenity and tranquility through activities such as chanting for blessings, listening to teachings, enjoying vegetarian cuisine, and participating in traditional rituals within the premises of Non Nuoc Pagoda, the historical site of Den Giong, and Phu Coc Pagoda.

The Lunar New Year celebrations at Openasia embody a perfect blend of tradition and innovation, with the hope of bringing a year full of joy, luck, and success to all members within the conglomerate as well as to customers and partners.

Recently, Alba Natural Mineral Water has officially become a partner of Poseidon Supply, a leading provider of cargo and passenger services at sea. This collaboration offers an exciting opportunity for Alba mineral water products to reach closer to travelers who are exploring the world through cruises.

On the afternoon of December 28, 2023, Alba’s first purchase order was successfully delivered aboard the VASCO DA GAMA cruise ship while it was docked at Saigon port, preparing for its journey to Ha Long and Hong Kong. The collaboration with Poseidon Supply marks an important milestone in the development and market expansion of Alba, further solidifying its position as a reputable and high-quality natural mineral water producer and distributor in Vietnam.

Thanks to its balanced and stable mineral content, Alba Natural Mineral Water is a safe and nourishing product, making it ideal for travelers to use throughout their cruises. With the success of the first order on the VASCO DA GAMA cruise ship, Alba Natural Mineral Water is committed to continuously striving to bring health and joy to customers during their journey of exploration around the world.

In 2023, Alba Wellness Valley also received many other prestigious international awards including “Traveler’s Choice Awards 2023” by Tripadvisor and two award categories – ranked 3rd in the Top 10 Spa Hotels in Vietnam and ranked 5th in the Top 10 Suburban Hotels in Vietnam of Travel & Leisure Luxury Awards Asia Pacific 2023.

Based on survey results of industry experts, Openasia Group ranked Top 7 in the Tourism, Cuisine, and Resort industries; Top 15 Typical Enterprises with Happy Human Resources and ranked 81st in the 100 Best Places to Work in Vietnam. The measurement results are based on the attractiveness index of each company in 18 industries, thoroughly examined by survey partner Intage.

To celebrate this achievement, last week, Openasia members took check-in photos together at the photo booth/backdrop and enjoyed a light party. Representatives from the Group Office also visited a number of units in Binh Duong, Ho Chi Minh City, and Hue to express gratitude and inspiration to all employees on behalf of the board of directors.

This award is a testament to Openasia’s commitment to building a positive working environment, where each individual shares their knowledge and aspirations. Openasia will constantly strive to achieve excellence, while bringing great experiences to employees, partners and customers.

Located on the first floor of Union Square Shopping Mall, 171 Dong Khoi Street, District 1, Ho Chi Minh City, the first LOEWE store in Vietnam stands out with its facade adorned in blue ceramic tiles, meticulously crafted with handmade and glazed tiles from Spain to create a fresh and vibrant impression. Inside the store, the shopping space is elevated with unique furniture selections – from the simplistic  of Gerrit Thomas Rietveld’s Steltman chairs to the sophistication of Isamu Noguchi’s lighting fixtures.

On November 7th, LOEWE opened its first store in Vietnam. Located at Union Square Shopping Center, the 122 square meter store opens up a magical world of fashion, lifestyle and craftsmanship

Inspired by the concept of CASA LOEWE by Creative Director Jonathan Anderson, the space provides a profound perspective into the LOEWE world

A handwoven wool rug featuring renowned textile artist John Allen (who frequently collaborates with LOEWE) and a “White Horse with Riverbis” rug appear in the store, adds depth to the warm shopping space

The store’s interior design is a tightly curated fusion of art, architecture and fashion, creating a space that is both intimate and inspiring.

In addition to the latest products, LOEWE also dedicates space to honor selected works of art to promote international craftsmanship. Among them, notable pieces include the botanical sketch by British artist Eliot Hodgkin and the unique bowl with intricate texture by Ewen Henderson

Located in Ho Chi Minh City’s premier luxury shopping destination, the store showcases a full range of women’s ready-to-wear, handbags and shoes along with leather goods, accessories and eyewear

The areas in the store are divided equally between LOEWE’s product lines, currently showcasing items from the Fall – Winter 2023 collection and welcoming a series of new creations from the Pre Spring 2024 collection

Deserving the title of the most desirable fashion brand in 2023 based on statistics from LYST website, LOEWE is maintaining its creative style under the vision of artistic director J. W. Anderson. Having the first official store in Vietnam will help the brand take deeper roots in the hearts of Vietnamese fashion fans in the near future

“The Nautical Show” is the first international yacht exhibition organized by Tam Son Yachting in Vietnam, offering numerous opportunities to explore the world of luxury yachting and indulge in world-class experiences right in the S-shaped country.

The event follows the format of a standard international yacht exhibition. Here, more than 350 guests will have the opportunity to experience the premium yacht space featuring over 15 yacht models from renowned brands distributed by Tam Son Yachting, such as Azimut, Lagoon Catamarans, Bénéteau, Saxdor Yachts, and Kepler Boats. From classic yacht models to contemporary designs, “The Nautical Show” is an occasion to explore and gain insights into the rich history and technology behind each yacht.

“The Nautical Show” goes beyond being a mere exhibition, offering captivating and unique activities exclusively for guests. These include real-life experiences and test drives, participation in themed talk shows on yacht interior design, cocktail parties at the marina, and a variety of other exciting activities organized throughout the three-day event.

In the context of the nascent domestic yacht industry, Tam Son Yachting plays a pioneering role as an importer, enabling yacht enthusiasts to access and experience world-class luxury brands. Following the successful arrival of the Lagoon Seventy 8 yacht, valued at nearly 150 billion VND, to Ho Chi Minh City last year, “The Nautical Show” by Tam Son Yachting represents the next milestone in the company’s six-year journey towards the goal of “Creating a comprehensive yacht ecosystem for the Vietnamese people.” It also leaves a significant mark in this specialized industry in Vietnam.

As a member of the Openasia Group, Tam Son Yachting has been continuously expanding since its establishment in 2017. Currently, it operates a series of marinas, service centers, and yacht maintenance and repair facilities. Additionally, Tam Son Yachting holds exclusive distribution rights in Vietnam for eight world-leading yacht brands.

Openasia Championship 2023 is a football tournament that honors the solidarity and sportsmanship of the participating members. Even though they were not professional players, everyone showed their passion for the king sport and their dedication to perfecting their skills in each playing position. Through the tournament, everyone has the opportunity to stand together and make memorable memories during 4 hours in the morning with 5 extremely exciting matches.

After hours of intense competition, the tournament has found its worthy owner. With their leading performance, TAM SON team excellently won the First Prize; next was team HANOIA (Second Prize) and team PRESS CLUB and team OPENASIA UNITED jointly received the Potential Award.

Even though it has ended, the spirit of fair play, enthusiasm and solidarity of Openasia people throughout the tournament will be a memorable mark and a motivation for us to look forward to the next exciting seasons.

The year 2023 witnessed outstanding growth for Tam Son International Company as it continued to maintain its role as a bridge between Vietnamese consumers and the international high-end fashion and lifestyle industry. In October alone, Tam Son consecutively opened 3 new stores in Hanoi of the brands Longchamp, Maison Kitsune and Devialet.

Maison Kitsuné’s unique shopping space recreates a corner of “Paris – Tokyo meeting”; invites Vietnamese fashionistas to visit and shop among the stylish, mischievous “fox cave”. All the latest items from the brand’s Fall – Winter 2023 collection are currently on sale at Maison Kitsuné Trang Tien.

In addition to the brands that first set foot in Vietnam, in the past year, Tam Son Company also welcomed 6 new luxury and modern stores under the brands Sandro, Maje, acmé de la vie, BOSS, FairLiar and Okaidi Obaibi at Lotte Mall West Lake – a prime location of Tay Ho district.