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Since the end of 2019, the K-Pop fan community has been on high alert when information about Korean entertainment giant SM Entertainment was about to enter Vietnam.After nearly a year of waiting, the first SMTown Cafe store in Vietnam, the second in Southeast Asia has officially soft opened on July 3 in Ho Chi Minh City. The project is a collaboration between SM Entertainment and interior designcompany Crystal Design, with every stage from start to finish, executed by Crystal Design

Founded in 1997 by a group of Korean and Vietnamese designers, Crystal Design has developed into a prestigious company, leading the office interior design field in Vietnam. Combining the sophisticated aspects of Korean design with elements from Vietnamese influences, Crystal Design has made a unique impression, asserting their influence in the Vietnamese and international market.