Vietnamese grooming brand East West Barbershop is testing its international growth model in Europe, with Budapest among the markets where the chain has established a physical presence.
Founded in Vietnam in 2018, East West Barbershop has expanded to more than 130 locations across Vietnam, Thailand, China, Uzbekistan and Europe, employing more than 1,000 barbers. In Hungary, East West Barbershop operates in Budapest at 2 Búza Street, District III.
The company says international franchising is becoming a central part of its growth strategy as it adapts a business model developed in Asia to markets with higher operating costs and stricter regulation.
Higher personnel and rental costs, stricter labour rules, taxation and working-hour regulation all make the market more demanding, while customers also expect a high degree of consistency and professionalism.
Nguyen Hoai Thanh, Chairman of East West Barbershop Vietnam Joint Stock Company, said the group did not simply copy its Vietnamese format in Europe, but adjusted operating procedures and customer experience after studying local market conditions.
The group has developed what it calls an “Experience Barbershop” concept, combining traditional grooming services with a broader leisure-oriented environment. Its international offer includes fades, undercuts and hair tattoos alongside shampooing, shaving, ear cleaning and massage, while some locations also include relaxation spaces.
