Positioned at a prestigious “diamond location” spanning the vibrant intersections of Nguyen Hue, Dong Khoi, Le Loi, and Le Thanh Ton, Union Square officially unveils four new dining concepts on Level 3 - introducing a refined and diverse culinary ecosystem to the heart of Ho Chi Minh City.
This launch marks a significant evolution for Union Square. Long recognized as a premier luxury retail destination, the iconic building now expands its offering into a thoughtfully curated lifestyle experience - where dining becomes an integral part of the destination.
Under the concept “Saigon’s New Culinary Collective”, Level 3 brings together four distinct culinary identities, each defined by its own character, yet unified through a shared vision of quality, creativity, and contemporary taste.
Curated and operated by Vina Collective, this new floor is designed not simply as a collection of restaurants, but as a destination where guests gather, connect, and return - drawn by experiences that are both elevated and approachable.
The launch introduces four unique concepts, each contributing a distinct perspective to the overall dining experience:
NOI – Premium Wood-Fire Dining & Bar
NOI presents a Mediterranean-inspired dining experience centred around wood-fire cooking. Specializing in premium meats and fresh seafood, the restaurant emphasizes natural flavours enhanced by open-fire techniques. The space is defined by a warm, refined ambiance, complemented by an open kitchen and a contemporary bar - ideal for both intimate dinners and vibrant social evenings.
PÃO PÃO – A Taste of Portugal
PÃO PÃO introduces a premium fast-casual concept inspired by Portuguese cuisine and is recognized as the first Portuguese-style bread shop in Vietnam. Designed for modern urban lifestyles, the concept offers a dynamic, youthful energy through its signature breads, combining bold European flavours with convenience and accessibility.
Vietnam House Restaurant – Contemporary Vietnamese Cuisine & Champagne Bar
Building on the legacy of its Dong Khoi flagship, Vietnam House Restaurant at Union Square reinterprets Vietnamese cuisine through a contemporary lens. The restaurant blends heritage flavours with global influences, set within an elegant, refined space. The addition of a Champagne Bar and Afternoon Tea further enhances its positioning as a sophisticated dining destination for both local and international guests.
The Reverie Boutique – Artisanal Patisserie & Delicatessen
Extending the signature craftsmanship of The Reverie Saigon, The Reverie Boutique offers a curated selection of fine pastries, artisanal chocolates, and premium gifting items. The boutique embodies a refined aesthetic, where culinary artistry meets thoughtful design - creating a destination for both indulgence and elegant gifting.
All four concepts are curated and operated by Vina Collective - a hospitality management and placemaking collective dedicated to reimagining Vietnamese hospitality through creativity, craftsmanship, and meaningful human connection.
Through its growing portfolio, Vina Collective aims to shape distinctive destinations that bring together dining, culture, and lifestyle into cohesive, experience-driven environments.
At Union Square, this vision comes to life through a carefully curated mix of concepts - each contributing to a broader narrative of connection and community.
As part of this launch, Vina Collective also introduces its Loyalty Program, marking the first step toward a unified guest experience across its venues. Members can enjoy immediate benefits, including welcome privileges, birthday rewards, and exclusive access to curated experiences.
With the introduction of “Saigon’s New Culinary Collective,” Union Square redefines its role within the city’s evolving lifestyle landscape.
More than a dining floor, Level 3 is envisioned as a vibrant culinary destination - where different concepts and energies converge to create experiences that are dynamic, engaging, and designed for repeat visits.
Union Square now stands not only as a landmark for luxury retail, but as a new epicentre for contemporary dining in Ho Chi Minh City.
About Vina Collective
Vina Collective is a hospitality management and placemaking collective dedicated to curating distinctive destinations across hospitality, dining, culture, and lifestyle in Vietnam. Guided by the philosophy “Collectively Inspired: Vietnamese Hospitality, Reimagined,” the brand brings together creative minds, cultural insight, and premium standards to shape experiences that are both authentic and forward-thinking.
With a vision to become Vietnam’s most distinctive hospitality and lifestyle collective, Vina Collective develops and manages a diverse portfolio spanning hotels, restaurants, retail, and lifestyle concepts. Each destination is thoughtfully crafted to reflect a strong sense of place - celebrating local culture while embracing a contemporary, global perspective.
Rooted in genuine hospitality and driven by collective creativity, Vina Collective places emphasis on craft, quality, and meaningful human connection. Through its curated approach, the brand aims to elevate Vietnamese hospitality into immersive experiences that inspire guests, partners, and communities alike.
Media Contact
Trần Thụy Thanh Trúc (Ms.)
Director of Marketing and Communications
+84 (0) 903 16 10 16 | truc.tran@thereveriesaigon.com
