According to market information service data from GfK (NIQ), Toshiba led the microwave oven category in Vietnam for 12 months with a 36,7% market share by sales volume.

This achievement comes as Vietnam's home appliance market becomes increasingly dynamic with many international brands participating. Consumer demands are also evolving, as the choice of kitchen appliances is no longer based solely on performance but also on user experience, the ability to support various cooking methods, and harmony with living spaces.

Ho Xuan Loc, General Director of Toshiba Consumer Products Vietnam Company Limited, next to the Mirror Lake Series microwave oven collection. *Photo: Toshiba*

A representative from Toshiba Lifestyle Vietnam stated that this recognition acknowledges the brand's product development efforts and consumer trust after many years in Vietnam.

According to Toshiba, the current demand for microwave ovens in households extends beyond merely reheating or defrosting food. Users seek an appliance that can support multiple cooking stages to save time while maintaining food quality.

To meet this trend, Toshiba develops microwave oven lines that integrate various functions such as steaming, grilling, and air frying, in addition to traditional cooking modes. Combining multiple cooking methods in one appliance offers users greater flexibility in meal preparation and optimizes kitchen space.

Lucas Hung, Toshiba's culinary research and product development expert, demonstrates Toshiba microwave oven products. *Photo: Toshiba*

To ensure long-term operational efficiency, products are researched, developed, and tested according to Japanese quality standards. This process helps appliances maintain durability, stability, and performance during use.

Alongside technology, Toshiba also invests in design to meet growing aesthetic demands. Microwave oven models are developed in the spirit of Takumi, a craftsmanship philosophy emphasizing meticulous attention to detail. The control interface is intuitively designed, cooking programs are optimized for practical use, and neutral color tones combined with glass surfaces suit various modern interior styles.

According to Toshiba, the combination of functionality and design is a key factor enabling its microwave oven lines to reach diverse customer groups, from single individuals to multi-generational families.

Beyond expanding its product portfolio, Toshiba will continue investing in technology to enhance the cooking experience. The company aims for solutions that simplify food preparation while meeting the increasingly diverse needs of modern families.

The premium smart steam and grill microwave oven Toshiba Japandi MX2-STR25SC(WH), Toshiba's latest product. *Photo: Toshiba*

A Toshiba Lifestyle Vietnam representative stated that with over 30 years in Vietnam, Toshiba understands the needs of consumers in every kitchen. The title of Vietnam's best-selling microwave oven brand in 2025 is a testament to product quality and customer trust in the brand. "We will continue to invest in technological innovation and enhance user experience in the future," the representative said.

Toshiba is currently introducing new microwave oven models to the Vietnamese market, including the premium smart steam and grill microwave oven Toshiba Japandi MX2-STR25SC(WH), which addresses diverse cooking needs in modern kitchen spaces.

Thai Anh

Users can find more information or receive product consultation via hotline 1800 1529 and the Zalo Official Account "Toshiba Lifestyle VN". In addition to developing premium home appliances, Toshiba also focuses on investing in professional after-sales service and warranty to provide customers with a consistent and convenient experience.