Situated at a prime “diamond location” at the intersection of Nguyen Hue, Dong Khoi, Le Loi, and Le Thanh Ton streets, Union Square officially introduces four entirely new dining concepts on Level 3—forming a refined and diverse culinary ecosystem in the heart of Ho Chi Minh City.
This launch marks a significant evolution for Union Square. Long recognized as a premier luxury shopping destination, the iconic building now expands into a thoughtfully curated lifestyle experience, where gastronomy becomes an integral part of the overall journey.
Under the concept “Saigon’s New Culinary Collective,” Level 3 brings together four distinct dining identities. Each venue expresses its own personality while sharing a unified vision of quality, creativity, and contemporary taste. Curated and operated by Vina Collective, the space is not merely a collection of restaurants, but a destination where guests can gather, connect, and return—drawn by experiences that feel both refined and approachable.
The launch introduces four unique concepts, each offering a different perspective within the overall experience:
NOI – Wood-Fired Grill & Premium Bar
NOI presents a Mediterranean-inspired dining experience centered on wood-fired cooking. Specializing in premium meats and fresh seafood, the restaurant celebrates natural flavors elevated through fire. The setting is warm and refined, featuring an open kitchen and a modern bar—ideal for both intimate evenings and lively gatherings.
PÃO PÃO – Portuguese Flavours
A fast-casual concept inspired by Portuguese cuisine,
PÃO PÃO is also considered Vietnam’s first premium Portuguese-style sandwich shop. Designed for modern urban lifestyles, it delivers youthful, dynamic energy through signature breads that blend bold European flavors with convenience and flexibility.
Vietnam House Restaurant – Contemporary Vietnamese Cuisine & Champagne Bar
Building on the success of its Dong Khoi location, Vietnam House at Union Square reinterprets Vietnamese cuisine through a contemporary lens. The restaurant balances heritage and global inspiration within an elegant setting, highlighted by a Champagne Bar and an elevated afternoon tea experience—positioning it as a sophisticated dining destination for both local and international guests.
The Reverie Boutique – Artisanal Pastries & Luxury Gifting
Extending the craftsmanship of The Reverie Saigon, The Reverie Boutique offers a curated collection of premium pastries, handcrafted chocolates, and luxury gift items. The boutique space reflects refined aesthetics, where culinary artistry meets design, creating an ideal setting for indulgence and elevated gifting.
All four concepts are curated and operated by Vina Collective, a hospitality placemaking group dedicated to redefining service experiences through creativity, craftsmanship, and human connection.
With an expanding portfolio of brands, Vina Collective aims to create distinctive destinations where food, culture, and lifestyle converge seamlessly. At Union Square, this vision comes to life through the harmonious interplay of concepts—each contributing to a shared narrative of connection and community.
To mark the launch, Vina Collective also introduces its Loyalty Program, initiating a unified customer experience across its ecosystem. Members will enjoy immediate benefits, including welcome offers, birthday privileges, and access to exclusive experiences.
With the debut of “Saigon’s New Culinary Collective,” Union Square repositions itself within the city’s evolving lifestyle landscape. More than just a dining floor, Level 3 is envisioned as a dynamic destination—where diverse concepts and energies converge to create experiences that are vibrant, engaging, and worth returning to. Union Square is no longer solely a symbol of luxury retail, but a new focal point for contemporary dining in Ho Chi Minh City.