BRIEFING launches pop-up store at Takashimaya in HCMC  02:54, 03/11/2026

BRIEFING, a brand founded in 1998 with a design philosophy inspired by U.S. military specifications, officially introduces its brand and pop-up store experience on the second floor of Takashimaya in Ho Chi Minh City. The event marks an initial step in the brand’s expansion into the Vietnamese market.

Guided by a philosophy that brings together durability, functionality and aesthetics, BRIEFING takes a distinctive approach to its signature product category: bags. More than accessories designed to carry everyday essentials, BRIEFING bags are conceived as companions for the many dimensions of modern life. From the golf course and travel to the workplace and the urban environment, each design seeks to balance practical performance with individual style.

The Takashimaya event offers customers, business partners and members of the media an opportunity to discover the brand’s origins, product development philosophy and the defining qualities that set BRIEFING apart.

FROM MILITARY INSPIRATION TO FUNCTIONAL BEAUTY IN MODERN LIFE

Founded in 1998, BRIEFING draws inspiration from MIL-SPEC, the U.S. military specification system, which establishes demanding requirements for materials, construction and performance under specialized operating conditions.

BRIEFING, however, does not seek to replicate the appearance of military equipment. Instead, the brand translates its principles of durability, discipline and practical design into products suited to the versatility of everyday life. This approach brings together American technical inspiration and Japanese design sensibilities, with an emphasis on meticulous attention to detail and practical functionality, while maintaining a contemporary, distinctive aesthetic.

Signature elements, including the iconic red-line detailing, metal hardware and technical material treatments, form a recognizable design language: strong yet understated, functional yet refined.

ONE PRODUCT, MANY JOURNEYS

For BRIEFING, a well-designed product should go beyond a single purpose. The brand therefore develops collections for a wide range of settings, including work, business travel, leisure travel, sports and outdoor activities.

For golfers, BRIEFING GOLF offers designs tailored to the needs of the course while retaining the brand’s distinctive aesthetic. From golf bags and accessory bags to products designed for life on the move, the collection emphasizes convenience, functionality and a cohesive personal style.

In professional and everyday settings, BRIEFING’s designs prioritize organization, flexibility and ease of movement. These qualities allow its products to accompany users across different activities rather than being confined to a single occasion.

This approach reflects BRIEFING’s long-term vision: to make quality and durability accessible to a broader range of consumers, from sports enthusiasts to those seeking highly functional accessories for everyday life.

BRIEFING LOOKS TO THE VIETNAMESE MARKET

Commenting on the brand’s direction in Vietnam, Mr. Masaru Mori, Manager of the International Business Division at BRIEFING, said:

“We hope to see BRIEFING embraced by an ever-growing number of consumers in Vietnam. To us, a good product should offer more than attractive design. It should be durable, genuinely useful and deliver lasting value throughout its use, becoming a reliable companion for the many journeys of everyday life.”

The presence of a BRIEFING representative at the event also underscores the brand’s interest in the Vietnamese market, where demand continues to grow for quality products that combine thoughtful design with practical functionality.

EXPANDING THE BRIEFING EXPERIENCE IN VIETNAM

The pop-up store on the second floor of Takashimaya provides an opportunity for customers to discover BRIEFING’s designs firsthand. The space is expected to introduce the brand to new audiences and strengthen its presence within Ho Chi Minh City’s premium retail and lifestyle landscape.

BRIEFING currently has a retail presence at Vietnam Golf Country Club and is available through selected locations, including The Grand Ho Tram (InterContinental Hotel), Lion Golf Phu My Hung, Lion Golf An Khanh and Club Vietnam in Binh Thanh District. The Takashimaya pop-up store further expands opportunities for consumers to experience the brand.

Through the development of its retail network and brand engagement initiatives, BRIEFING aims to give consumers more opportunities to explore its products in person and gain a deeper understanding of the materials, design and craftsmanship behind every detail.

With quality and functionality at the heart of its philosophy, BRIEFING continues to create durable, well-designed products for modern life. From the golf course to the office, from travel to everyday activities, the brand aspires to accompany its users with thoughtfully designed products made for the many journeys life brings.

ABOUT BRIEFING

Founded in 1998 and part of Union Gate Group Inc., BRIEFING is a bag, fashion and accessories brand built on the principles of durability, functionality and contemporary aesthetics. Inspired by U.S. military specifications, the brand places strong emphasis on materials, construction and craftsmanship while developing designs suited to a wide range of modern lifestyles.

BRIEFING’s product portfolio includes bags designed for business, travel and sports. The brand also caters to consumers who appreciate fashion and lifestyle products with a clean, refined aesthetic and a distinctive sporting sensibility. Guided by a practical design philosophy and meticulous attention to detail, BRIEFING creates products intended to accompany users across multiple aspects of their lives.

ABOUT J-GOLF – EXCLUSIVE DISTRIBUTOR OF BRIEFING IN VIETNAM

J-GOLF is the exclusive distributor of BRIEFING in Vietnam, responsible for developing the brand’s retail network and bringing its products closer to Vietnamese consumers.

Through a network of selected retail locations and brand experience initiatives, J-GOLF aims to establish a long-term presence for BRIEFING in Vietnam while giving customers greater access to products that combine quality, functionality and a contemporary lifestyle aesthetic. The partnership seeks to position BRIEFING as a trusted companion across a variety of settings, from sports and work to travel and everyday life.