ANTD.VN - In recent years, Shoppertainment - shopping combined with experience and entertainment, has been a trend chosen by consumers in many countries. In Vietnam alone, an "entertainment universe" following this modern model is about to operate, promising to create the most vibrant destination in the North.
Prioritize shopping combined with experience and entertainment
As life returns to normal after three years of the pandemic, Lan Anh, 26, a content creator for a famous brand, returns to her weekly shopping habit at shopping malls. “Shopping in person is still great because I can feel the goods directly. In addition, at shopping locations, I also take the opportunity to meet friends, sip coffee, read books, visit art exhibitions, and participate in my favorite experiential games.” The girl shared that thanks to that, her life becomes balanced and full of positive energy.
Like Lan Anh, many people are also changing their behavior after the pandemic. The latest report by fintech company Adyen on the retail sector in Singapore shows that 7 in 10 consumers expect offline shopping to bring “fun and excitement”. Guillaume Sachet, expert at KPMG Singapore, said this is because many consumers, especially young people, are now more interested in experiences than products. “The world is moving towards experiences and retailers need to act to create unique and diverse products to attract customers,” he said.
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| The trend of combining shopping with entertainment and experiences at the same destination is changing the way retailers and tourism developers do tourism and experiences. |
Changes in demand also make customers place increasingly high demands on destinations. In the latest survey by Nielsen IQ Vietnam on consumer trends and behaviors, from students, young couples, families with young children to middle-aged people, all desire destinations with a variety of entertainment, recreation, and experiences, combining lots of green space and natural scenery. In addition, this place must be easily accessible with convenient and spacious parking. For young people and families with young children, shopping locations are also places to express their unique style and values, not limited to the concept of normal shopping.
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| Survey from Nielsens IQ shows that beyond the simple need to shop, customers are increasingly demanding more from a destination. |
However, in reality, shopping locations in Hanoi have not yet integrated the Shoppertainment trend (shopping combined with experience and entertainment). Famous shopping areas lack even the minimum conditions such as toilets and parking lots due to the lack of overall planning. Some other locations do not have accompanying entertainment, dining and entertainment services.
Keeping up with changes in customer behavior and shopping experience needs, Vingroup is preparing to put into operation Mega Grand World - a complete entertainment and experience model - known as the most magnificent entertainment universe in the North, at the end of this year.
“Super destination” in the heart of Ocean City
Mega Grand World consists of two subdivisions, The Venice – Italian style and K-Town – Korean style, confidently “filling” the above unmet needs of customers. This super destination is an integration of entertainment, dining, shopping services and diverse entertainment spaces, both highly interactive and cohesive.
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| Romantic Italian street on the poetic Venice river in the middle of The Venice subdivision |
The highlight of these two subdivisions is the unique architecture, in which The Venice with shops with typical Italian domes, brightly painted facades, attracts visitors to create thousands of likes. On the Venice River, visitors will experience a romantic cruise on a Gondola boat, watching the shimmering sunset on the East-West bridges, while enjoying the vibrant music from bands performing on both banks of the river. This place will host the eye-catching live art show The Grand Voyage on the river, the Ravolution Electronic Music Festival, the National Cultural Festival, the Korean Street Food Festival, and the European Street Carnival.
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| K-town is imbued with Korean culture and style, a destination that integrates multiple experiences, multi-cultural connections, and multi-spaces. |
Next to the luxurious Italian style is the K-Town subdivision with shops forming streets with the bold style of Gangnam, the cultural street of Itaewon, distilling the quintessence of Korean culture from the past to the present.
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| More than 20 million people in Hanoi and neighboring provinces can now drive less than 2 hours to reach a world-class shopping, entertainment, and resort paradise. |
Coming to Mega Grand World, visitors can also experience VinWonders games such as Balloon Tower, Magic Bike, Skydrop... These are attractive and famous games at world amusement parks that almost everyone wants to challenge. The equipment system is being deployed and installed to serve tourists from the opening time of the fourth quarter of 2023.
Located right in the heart of Ocean City, Mega Grand World also enjoys full advantage from the complex of Ocean City's great entertainment facilities, with urban wonders such as the 6.1ha Crystal Lagoon saltwater lake, the 24.5ha Pearl Lake, the Royal Wave Park artificial wave sea complex, the 3.2ha Capital of Light Square with a 50m high statue of the God of Light; Paradise Bay Four Seasons Bay... In all four seasons of the year, these urban wonders will be lit up 24/7 with large-scale and top-class cultural and entertainment events.
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| Luxurious coffee shops – where residents and visitors recharge their batteries and reconnect with each other |
Welcoming a huge source of visitors from more than 60,000 existing residents and expected to increase to 200,000 of Ocean City, 10 million people of the capital and nearly 20 million domestic and foreign tourists each year, Mega Grand World Hanoi will be the most anticipated "blockbuster" destination, expected to receive the entire investment cash flow of the retail and real estate market by the end of 2023.
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