Hop Long Technology Joint Stock Company has completed the acquisition of the Lumias brand franchise in Vietnam, marking a strategic shift from its previous role as the exclusive distributor. This move allows Hop Long to actively build and develop the brand, ensuring greater autonomy and control over product development and market strategy.

Before securing the franchise, Hop Long had already established itself as the sole distributor for Lumias' Korean home appliance products in the Vietnamese market. This extensive distribution period enabled the company to gather crucial market data and insights into user behavior. These insights were instrumental in making necessary technical adjustments to tailor products specifically for the unique living conditions and spaces of Vietnamese consumers.

Lumias product display area at a shopping mall. *Photo: Hop Long*

According to a Hop Long representative, this transition empowers Lumias to be more flexible in optimizing its product offerings to directly meet Vietnamese consumer needs. It also guarantees consistent technical standards and quality across the entire system, reinforcing the brand's commitment to excellence.

"Vietnamese consumers are increasingly concerned with the quality of their living spaces, from air humidity and kitchen convenience to personal health care devices. We want Lumias products to not only have a beautiful design language but also truly meet practical usage needs", said Le Van Trung, deputy general director of Hop Long Technology Joint Stock Company.

The Lumias brand boasts a diverse ecosystem comprising over 7 categories and approximately 200 products. This extensive range covers solutions for air care, kitchenware, general home appliances, and health and beauty products. The brand's prominent product lines include: dehumidifiers, air purifiers, air fryers, slow juicers, and personal care devices.

Lumias air purifier product in a living space. *Photo: Hop Long*

Among these, Lumias dehumidifiers have experienced significant interest since early 2026, particularly in northern provinces during the humid season. A company representative noted that search and purchase demand for these devices surged during periods of high air humidity, as users increasingly prioritize controlling moisture levels in their apartments and townhouses.

During the peak on the first humid day after the Tet holiday, the combined distribution systems of Hop Long and Giga Digital recorded sales of nearly 5,000 Lumias dehumidifiers.

Hoang Anh Dung, Lumias product director, stated that the brand's new strategic direction is ecosystem development rather than focusing on individual products. This approach ensures that devices within the same category are designed with synchronized aesthetics, user experience, and technological philosophy, creating a cohesive and integrated product family.

Lumias positions itself as a modern lifestyle home appliance brand, harmonizing technology, aesthetics, and practicality. Rather than addressing a single functional need, each product is expected to optimize time, reduce complex operations, and provide a comfortable user experience.

Organizer representative (left) honoring Lumias product at Tech Awards 2025. *Photo: Tech Awards*

Lumias has received notable recognition, including being named a top 10 "Asia's excellent brand" at the Asia’s Top Brand 2024 conference. The brand also earned "most loved premium dehumidifier" at Tech Awards 2024 and "most loved premium dehumidifier and air purifier" at Tech Awards 2025, underscoring its market appeal and quality.

The acquisition of the Lumias brand franchise in Vietnam is considered a crucial foundation for Hop Long's long-term investment in the domestic market. The company plans to expand its product portfolio, enhance after-sales service quality, and further develop its distribution network. "With Lumias, we are responsible for the entire product lifecycle, ensuring customers always have a reliable support point", said Le Van Trung, deputy general director of Hop Long Technology Joint Stock Company.

Quang Anh

Information about the Lumias brand here.