KICHI KICHI PHAN XICH LONG

Amid Phan Xich Long, a constantly buzzing street filled with countless restaurants, cafés, and familiar F&B brands, Kichi Kichi introduces a new look, marking a step forward in redefining the brand’s spatial experience. Rather than continuing to embrace the vibrant energy and bold colors traditionally associated with the brand, this new design takes a more restrained approach: minimal, contemporary, yet layered with depth and a distinct personality.

What makes the concept interesting is that its futuristic character does not come from overly expressive details, but rather from the way the space is organized and how the experience unfolds. Hints of red and orange lighting evoke the brand’s signature energy, set against a more neutral and refined material palette to create an atmosphere that feels more mature and sophisticated.

Kichi Kichi Phan Xich Long is therefore more than just a store with a new appearance. It represents an experiment toward a new direction for the brand, more minimal, more refined, and distinctive enough to continue standing out in one of Ho Chi Minh City’s most vibrant dining districts