NITORI is a chain of furniture retail store in Japan from 1967 established by Mr. Akio NITORI, currently we have more than 255 store around the world, last September we have opened the very first store in Vietnam at SORA gardens SC, Binh Duong New City, Binh Duong province.

We were excited when receive the offer from TOKYU Garden City for coming to SORA gardens SC, but it also took time for us for consideration and planning.

At every store we open that the result of long and careful research into the market, demands and style of product local people care about. We recognized the potential of TOKYU Garden City where people living and coming here are very dynamic and multiculturalism. This aspect is matching with NITORI: Although culture can be different, we still together build up the innovating future.

I was born in the city of Kyoto, known as a cultural city of Japan and a famous tourist destination. Before starting to work at NITORI Vietnam, I had the opportunity to experience various fields and jobs, such as store management, logistics operations, etc. These experiences have given me a lot of knowledge and helped me understand the process from production to sales

What does a working day look like for you?

 My working day begins with inspecting the sales areas and analyzing sales data to devise the most suitable advertising and promotional strategies. Additionally, I use this data to create ordering plans and arrange products in the store.

Though my day is quite busy, I always make time to discuss and train the staff working here. This not only helps boost their morale but also fosters better teamwork and understanding among everyone in the store.

How would you describe the business environment in Binh Duong New City?

Binh Duong New City is a very interesting area. When I came here, I felt the innovation, creativity, and diversity of this place, and particularly, these qualities also apply to the people here.

With the presence of many age groups, our product lines have become more diverse and offer more choices for customers. We understand that deciding to purchase furniture for one's home is not an easy and simple choice for consumers here. For this reason, we always strive to improve the quality of our products, designs, and customer service and consultation when they come to NITORI.

Another quite interesting point is that Binh Duong New City is very diverse in terms of multicultural aspects, with many foreigners from both Asia and Europe living and working here. This also makes the types of services and shopping more vibrant, as it forces business stores to become more diverse to meet the needs of customers.

When I first arrived at Binh Duong New City, I was impressed by the scenery and the people. Everyone is very friendly and always ready to help others, even if they are foreigners. Additionally, the landscape here is truly captivating with many green spaces and well-planned roads. 

I was even more delighted to meet and talk with other Japanese people living and working here. You know, working in a country that is not your homeland but having the chance to meet fellow countrymen is truly wonderful for me.

With its designation as the cultural, political, economic, and strategic hub of Binh Duong province, we believe that the future of Binh Duong New City is very promising and potential. Evidence for this viewpoint is the substantial and well-planned investment in housing, shopping, and working projects in Binh Duong New City. I can use SORA gardens SC shopping center as a prime example.

With NITORI opening its first store in Binh Duong New City, we believe that as this place continues to develop and become more populous, the NITORI brand will become increasingly known and trusted, not only by the residents living here but also by visitors to this area.

Japanese man and the expectation to materialize dream living space

Before coming to Binh Duong New City, Tanaka Hirokazu worked at NITORI Interior, a subsidiary of NITORI in Hanoi, which helped him understand the sales process and the shopping psychology of customers in this country.

Binh Duong Urban Clinic is a Japanese medical clinic located in SORA gardens II, which opened in February 2019 as the first medical institution in Binh Duong New City. When it was first established, we had people from China, Korea, Taiwan, etc.

All the doctors are Vietnamese, and the main language used in the clinic is English. We also have interpreters supporting us in Japanese and Chinese. In addition to internal medicine, we are planning to gradually develop new projects such as vaccinations and healthcare consultancy.

Since I live in Dong Nai Province, I work at the "Dong Nai General Hospital" on weekdays. One day, I found out that my department was receiving assistance from the Japan International Cooperation Agency (JICA). Since they provide financial support for rehabilitation after injuries and illnesses, I became interested in providing care for Japanese patients. 

 However, there are no international clinics specializing in Japanese in Dong Nai Province, only in Binh Duong Province or Ho Chi Minh City. Therefore, I chose this clinic because it was relatively close to my home and easy to commute. 

How is the commuting environment from other provinces?

It's very comfortable. It takes about 40 minutes from my house to the clinic by car. Commuting for work is not a hardship. I think the actual distance from my home in Dong Nai Province to the center of Ho Chi Minh City is almost the same as the distance to the New City. 

 In fact, my husband works for an organization that plans transportation networks, and he always says that the roads in the New City are very good (laughs), that they are planned for 10, 20, 30 years from now, and that they are being maintained to match the development of the city.

About the medical environment in Binh Duong New City

Please tell us about the medical environment in Binh Duong New City

The medical system in the new city is still developing. There are no hospitals that can handle serious illnesses such as strokes and myocardial infarctions that require treatment within a short period of time after the onset of the illness, so emergency patients are mainly treated in Ho Chi Minh City. 

 However, I think the level of medical care for other common ailments is safe. In the new city, there are mainly clinics, but in the province, there are large hospitals such as BECAMEX International Hospital, Columbia Asia Hospital, and in obstetrics and gynecology, Hanh Phuc International Hospital. When I gave birth, I actually chose the Hanh Phuc International Hospital (laughs). 

 In Binh Duong Province, there are hospitals with excellent facilities where you can enjoy a comfortable medical life, and the environment is clearly better than in Dong Nai Province. We can also refer you to other hospitals if your condition cannot be treated at our hospital. Except for emergency treatment, about 95% of diseases can be treated at hospitals in Binh Duong Province.

What are the characteristics of the hospital and how do you interact with patients?

The important thing is to "focus on the patient". As I treated Japanese patients, I realized that there were some major differences between Japan and Vietnam. For example, after examining the patient, it is not enough to just give them the medicine, but they need to explain what they are taking, where the disease is and why they are taking it. The role of a doctor in this city where many foreigners live is not only to be a doctor, but also to be a companion and advisor to the patient. 

 Also, many of them work in factories, and some of them have abnormal blood pressure or stress due to poor diet. Therefore, we are providing a medical service using Zoom in our clinic. We can monitor your health condition, perform regular checkups, and if there are any abnormalities, we can guide you to the medical institution of your choice or prepare your medicine in our clinic.

What are your impressions of working in the New City?

I have a very good impression of the New City, the atmosphere of the city, the rhythm and quality of life, all of it. Most of them are of working age and have a high standard of living and a wealth of knowledge. Most of them have stable incomes, so I expect a high level of medical care as well as quality of service.

What are your favorite spots and attractions in Binh Duong New City?

I don't know much about it because I don't usually leave the hospital much, but my favorites are the clinic and the surrounding area. All the restaurants are especially good. I may have visited almost all the restaurants in the neighborhood. 

 I studied in Perth, Australia before, and it was not a commercial metropolis, but a city with a bustling life. The new city has the same kind of atmosphere. There is a high level of work, comfortable housing with playgrounds for children, and places to relax. It's a moderately developed city, and you don't have to worry about unnecessary stress caused by smog, traffic congestion, or population density. It's a city that combines modernity, slow living, and a high quality of life.

Expectations for the New City of Binh Duong

The New City has a clear urban plan and adequate investment in infrastructure. The city's plans and benefits are being properly utilized, so we may not be able to ask for more (laughs). However, even if the city were to develop more, the biggest attraction is the quality of life, so I would be happy if they could keep the same atmosphere as now.

Comfortable commuting from Dong Nai Province 

Support the city with "patient-centered" medical care  that meets the characteristics of the region and is safe for foreigners 

After graduating from university in 2018, she worked as an internal medicine physician at Dong Nai General Hospital. She is also responsible for teaching and scientific research work in healthcare, medical research and education departments. She is an English, Japanese, and Chinese speaker. 

In order to improve her Japanese language skills and ability to deal with Japanese patients, she started working at Binh Duong Urban Clinic in February 2021.

Ho Chi Minh City, Socialist Republic of Vietnam

I feel that it is a great club, homey in a good way. Due to the strength of the top team, there is also a sense of unity in the club. The club is community-based and holds events for the fans and supporters at every home game. In order to make the participants happy, even I, the school coach, was forced to play the role of "Boys Over Flowers" at the "Fan Appreciation Day". No, I was happy to do it (laughs).

Since I came to Kawasaki Frontale in 2017, we have happily won the title every year. The games of the top team are interesting and I learn a lot from the players' skills as a coach. In particular, I think the skills of stopping and kicking the ball are a good example for Japanese children.

What kind of activities are you involved in in Vietnam?

We started our activities in Vietnam in 2014 after the Tokyu Binh Duong Garden City Cup 2013, which was organized by BECAMEX TOKYU in 2013.

We have been conducting activities all over the country, including sending instructors to local children and soccer clubs, holding soccer classes at Japanese schools in Ho Chi Minh City, visiting orphanages, and organizing the Vietnam-Japan International Youth Cup U13 which started in 2018. What I personally felt there was that "the ability of Vietnamese children is not low”. They are especially agile, and if they are equipped with skills, I can’t help looking forward to their exciting future.

Kawasaki Frontale is open to male and female children between the ages of 5 and 12 who live in the vicinity of Binh Duong New City. The classes are organized by age group, and each class has two coaches to create an environment where the children can grow more.

We also hope to provide a nurturing place where children can learn social skills, such as the fun of soccer, techniques and principles, as well as greetings before and after school, cleaning up equipment, cooperating with peers, and being grateful for the opportunity to attend soccer school.

This is a story from Japan, but when one of the children in my kindergarten class first entered the school, he would make a mess of the equipment on display or lie down and not clean up. However, after a few months, he started to work hard and I could see his growth as he took the initiative to clean up the equipment.

From 2022 onwards, we plan to offer classes for ages 13 and up, a school for adults, and if the number of students increases, we plan to establish a selection class. The selection class will be a place to develop higher-quality players. We hope that in a few years, graduates of the school will join the academies of soccer clubs in Vietnam.

Personally, my goal is to see the players I have trained in Vietnam play for Frontale's top team in the future. I am also excited to think that players from Vietnamese schools will become the Vietnamese national team, and players from Frontale schools and academies in Japan will become the Japanese national team, and "Vietnam and Japan will play each other in international matches”.

In the future, I would like to expand the school to other cities in Binh Duong, Ho Chi Minh City, and other areas besides Binh Duong New City. I would like to take the time to nurture the school for the next 10 to 15 years.

You are currently living in SORA gardens. What do you value in a living environment, and what are your impressions of living in th New City?

Since I have a family and children, I am very concerned about education and hospitals. Before living here, I was a little worried about the environment, but it is easy to live here because I can complete almost everything near "SORA gardens". There is also a beautiful and well-equipped gym in the apartment, which I use about three times a week. I am working on my body every day so that I can be a good example for the children.

The charm of the city for me is that it is quiet and calm. There is little traffic and I always feel comfortable walking around the new city.

There is a Japanese restaurant, Wakaba, which has been very helpful for our meals. It is really nice to be able to eat sashimi and grilled fish in the New City. It is one of the places where I can feel at ease as a lover of Japanese food. There is also Hikari in the neighborhood with several restaurants, where you can eat Chinese and Vietnamese food. All I can think about nowadays is eating (laughs).

I want the city to be a comfortable place to live for everyone from small children to the elderly.

In Japan, I lived along the Tokyu Oimachi Line for a long time and used TOKYU trains for my daily commute. On weekends, I would go to Futako Tamagawa Rise with my family to shop, eat, and watch movies, and it became a part of my life. I heard that a shopping center will be built in Binh Duong New City in 2023. I can imagine that TOKYU 's urban development will make my life even easier and more fulfilling, and I am really looking forward to it.

I hope that Kawasaki Frontale will be able to establish its position as one of the sites for children's sports and education.

The school was started with the goal of having players trained in Vietnam play for Frontale's top team in the future

He started playing soccer in the first grade, and spent his school days absorbed in the sport.
After graduating from a soccer school, he worked at a job unrelated to soccer, but with a strong passion for the sport, he started coaching at a local youth team, using the coaching license he obtained as a student.
Later, he moved to Albirex Niigata to make a living as a coach, and became a professional coach.
He has been working for Kawasaki Frontale since 2017, and has been working with BECAMEX TOKYU in Binh Duong Province since May 2021, at his own request.

It features an extensive menu. With more than 100 types of cakes, sandwiches, breads, and other items on the menu, you can always find something new to taste.

We are proud of the taste and quality of our products. For example, we use carefully selected imported wheat flour, and we insist on using dairy cream instead of margarine. Many bakeries in Vietnam often use plant-based cream, which is inexpensive and unhealthy, but we choose dairy cream, which is tasty and healthier. It is difficult to preserve the product for a long time, however we make our bread once a day so we can provide a tastier and healthier product for our customers.

What made you decide to open a store in Binh Duong New City?

In addition to being interested in baking bread from before, eating flour product has been essential part of my life since I lived in the U.S for a long time.

There are many high quality bakeries in Saigon, but very few in Binh Duong Province. My family and friends always talk about how hard it is to find delicious cake and bread in Binh Duong Province. So we decided to open a store around January 2021.

In the preparations for the opening of the store, we consulted with BECAMEX TOKYU on various matters, from finding a partner who owns an artisan bakery in Ho Chi Minh City, selecting a store property, differentiation policy, and arranging equipment. There was a lot of work involved, and I am grateful to them for being so helpful and supportive. We were really lucky to work with a professional and passionate team (laughs).

The clientele that visit and how they enjoy the store

In addition to Vietnam, our customers come from Japan, China, Taiwan, Korea, the United States, Europe, Thailand, the Philippines, India, and many other countries. However, about half of them are from Vietnam. They range from children to adults, and they have a wide variety of jobs such as university professors to factory professionals.

For everyday use, we have a cozy space where you can enjoy a drink and a sandwich inside or take it home. For birthdays, anniversaries, and other events, you can also order a custom-made cake. We also offer wedding cakes, so please feel free to visit us for a variety of occasions, and we hope to contribute to the community of this city.

Please tell us about the food life and food environment in Binh Duong New City.

When I first moved here, there were not many options for restaurants or grocery stores. However, every year more and more restaurants open up, and as a resident, I am happy to see more choices. Nowadays, we can enjoy a variety of cuisines from different countries and genres in the new city, and I believe the city is developing at a very fast pace.

What are your impressions of living in the New City?

Before moving to the New City, I was living in Thu Dau Mot, an old city in Binh Duong Province. But now I am really enjoying my life in the New City. I don't like crowded cities, I like cities with spacious houses, big roads and good infrastructure. I also like sports such as tennis, soccer and golf, so it is very convenient to have all these facilities within a few minutes driving distance.

I think it is a good environment for children as well. There is plenty of space to play and run, and educational services such as tennis and soccer schools are available. Compared to Thu Dau Mot, I feel that this city is more child-friendly and a better place to grow up.

As I mentioned earlier, it is a place with spacious roads, excellent infrastructure, spacious and large houses, and sports centers and restaurants. There is an "ease of living" that suits my lifestyle.

I often go to "Hikari" as my favorite place. The food at the various restaurants is appealing, but my favorite part is the swing set. My daughter loves the swings. When we visit as a family, I enjoy eating and walking, and my daughter enjoys the swings.

It would be nice to have more entertainment facilities and stores. For example, a water park, a shopping mall, and an amusement park would be fun for the children.

The city is still under development, so there are many opportunities for it to become a more valuable place in the future. It has generous government support, well-developed infrastructure, and large Japanese companies like TOKYU are working together to build it.... I believe that the new city is truly unique and has infinite potential, not only in Binh Duong Province but also in comparison to other cities in southern Vietnam.

When I first opened the bakery, the goal that my wife and I built was to contribute to the local community. As a business owner, I want to make the city a better place. By providing value-added services, I want us to grow together with the city.

From daily life to important anniversaries, We will grow together with the city, By delivering deliciousness and health to the community

He spent more than a decade in the U.S., starting at age 15, and worked in the medical field after returning to China.
In 2017, he moved to Vietnam with his wife and son to help his family run a garment factory.
However, business slowed down due to the impact of the COVID-19 disaster that spread in 2020. In his free time, he devoted himself to baking bread and cakes. In order to turn his passion into a career, he joined the Artisan Bakery. In January 2021, he opened a store in Binh Duong New City.

What made you decide to move to Binh Duong New City?

Thoai: Previously, I lived in Binh Duong Province, but because of the characteristics of construction work, I often went to construction according to projects. My wife was also working in Binh Duong province, so we moved from Ho Chi Minh City when we got married. Initially, we lived in the old city of Thu Dau Mot, but we chose the New City because of the convenience of commuting and the comfort of the city.

Ha：We didn't have a house in Thu Dau Mot, but BECAMEX TOKYU built a new apartment building in the new town and started selling it. At the time, the city wasn't overly populated yet, and I felt very comfortable here. Since it was close to my work, I decided to buy a house and move to the New City for its convenience.

What are your impressions of living in the NEW CITY?

Ha：I think it's a very green area, with “MIDORI PARK” just around the corner from our apartment. The whole city is new, park-like and open, and I really like it. The streets are very wide, and there are plenty of public buses, making it convenient to get around on a daily basis when you actually live here. I go to work with peace of mind.

Thoai: I like the fact that I can easily go to neighboring provinces such as Ho Chi Minh City and Dong Nai Province. I also like the fact that there are many facilities necessary for daily life such as schools, clinics, markets, and government offices. The city is very lively and I feel comfortable every morning when I wake up and go to work.

Ha：I think it's the proximity to work. There are also schools and clinics nearby, so I feel safe when I have children in the future. Although not in the New City, there is a traditional market a few hundred meters from our apartment, so we don't have to worry about daily shopping.

Thoai: I like the quality of the residents. There are many intellectuals and foreigners working in Binh Duong Province, and their children also live here. I expect that in the future, these diverse cultures will be combined and our children will learn a lot.

What was important to you when you moved?

Thoai: First of all, the city is intelligent. I myself want to learn more things, so the quality of the residents, as I mentioned earlier, was very appealing to me.

The second is medical care. It's essential to have medical facilities nearby. Currently, the only facilities in the New City are clinics, but there are well-equipped "BECAMEX International Hospital" and "Columbia Asia Hospital" in the province. The New City is also under construction with a hospital with about 1,500 beds, so it will be more convenient in the future.

The third is whether or not there is a market nearby to support daily life.

The fourth factor is education. If there is a school nearby, it will be easier for me to take my children to and from school while working.

Then there's the natural environment. There are a lot of trees planted in the city, and the air is fresh and clean. The city itself is built in a wide area, so it is well ventilated and comfortable.

Thoai: I think the most important thing is that there are people from many different countries, and we can exchange cultures and customs. I hope that the children can become global citizens and make friends with people from different countries.

Ha：It's also interesting to see how many events are held in different countries, such as the Japanese Tanabata Festival and Mid-Autumn Festival. There used to be a monthly food event called "SORA Market". It was an event to introduce the cuisines of the world, and it was very enjoyable with a global atmosphere.

How do you spend your holidays and what are your favorite spots?

Ha：MIDORI PARK is my favorite. You can take a walk and look at the scenery. It helps me regain my energy.

Thoai: I party with friends in the community, and since sports are my hobby, I exercise at the gym and pool. Also, MIDORI PARK is actually a place of destiny for the two of us; we met around 2015 on the park landscaping project. My wife was the client and I was the builder, so we met here and ended up getting married. So this area of the New City, in particular, has become a place of everlasting memories for us (laughs).

Thoai: I think it would be nice to have a large supermarket, like "AEON Mall". It would also be nice to have a large specialized hospital in the New City. I would also be happy if there were more facilities related to entertainment. There are plans to build a large shopping center in a few years, so I hope it will open soon (laughs).

Lastly, Ms. Ha is currently working for BECAMEX TOKYU. How does it feel to live in a city that you are involved in developing?

Ha：As for the apartment, I think it meets my needs in terms of the quality of the building and the layout of the house. I'm also happy to see that the city is well-equipped with swimming pools, gyms, green spaces, etc., so that I can participate in various activities outside of work.

As for the city as a whole, I belong to the construction department, so I have some idea of what the future holds, and I feel that this city will become even more exciting in the future. That's why I'd like to be a pioneer, contributing to community building as a resident of this city.

New City where the couple was destined to meet, As a pioneer who moved to the area ahead of others, We want to contribute to building the local community.

Thoai, who went to Ho Chi Minh City to study and work as an electrical engineer, and Ha, who has been working for BECAMEX TOKYU since 2016 to develop the new city. After their marriage in 2018, they moved to Binh Duong New City in 2019 with the purchase of MIDORI PARK The View, an apartment by BECAMEX TOKYU, after living in Thu Dau Mot City. He and his wife are enjoying life in the New City

Assistant manager, MEP Engineer / BW Industrial Development JSC

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