On October 17, 2025, two major announcements—one from a homegrown Vietnamese tech company and the other from global giant Apple—signaled the increasing convergence of technology, lifestyle, and urban mobility in Asia. These developments, while seemingly unrelated at first glance, both reveal the region's evolving tastes and the competitive pressures shaping the future of tech-driven convenience and urban fashion.
In Ho Chi Minh City, MOOVTEK, a rising name in Vietnam's tech landscape, unveiled its latest offering: Xe Ghép, a smart ride-sharing service designed to tackle the daily grind of urban commuting. The launch event drew a crowd of media partners, content creators, customers, and fans, all eager to witness what MOOVTEK described as a new chapter in city transportation. According to MOOVTEK, Xe Ghép leverages advanced trip-matching algorithms to pair passengers with similar routes within just 5 to 15 minutes. If a suitable match isn’t found in that window, the passenger rides solo—no extra fees, no fuss. The company promises savings of up to 40% compared to traditional car rides, all while maintaining privacy and comfort by limiting each shared trip to three passengers in a four-seater vehicle. Plans are already underway to expand to seven-seat options, broadening the appeal for larger groups or families.
“Ghép 1 chuyến đáng 1 đồng – Đáng từng phút chờ, đáng từng đồng chi,” said Bùi Công Nam, a brand representative at the launch, emphasizing the tangible value Xe Ghép brings to urbanites. The phrase, which roughly translates as “Every shared ride is worth every minute and every penny,” sums up the practical benefits MOOVTEK aims to deliver.
The timing could hardly be better. According to a May 2025 survey by Rakuten Insight (Japan), a striking 77% of Vietnamese use ride-hailing services at least three times a month, for everything from commuting to work (32%) and social gatherings (42%) to shopping (36%) and dining out (37%). Yet, while many ride-hailing apps have dabbled in shared rides, most focus on long-distance or intercity travel. The everyday, short-haul journeys that dominate urban life—think daily commutes or trips to the market—have been largely overlooked. MOOVTEK is betting that filling this gap with a flexible, affordable, and safe solution will win over city dwellers facing rising transportation costs and worsening traffic congestion.
What sets Xe Ghép apart, according to MOOVTEK, is its intelligent matching technology. The app calculates optimal routes and matches riders not just by destination but also by timing, minimizing wait times and detours. Passengers can track their drivers and trips in real time, a transparency measure designed to build trust and ensure safety. If, after 15 minutes, no suitable match is available, the rider is whisked away alone at no extra charge—a nod to the importance of punctuality in busy urban life. MOOVTEK’s vision, as articulated by company director Hồ Văn Thành, is to build a “modern, smart, economical, and sustainable urban transportation ecosystem.”
The company’s ambitions extend beyond technology. By embedding flexibility and cost-sharing into daily routines, MOOVTEK hopes to foster a culture of shared mobility—one that is both environmentally friendlier and more accessible. The company’s headquarters, located at 7 Street 47, An Khanh Ward, Ho Chi Minh City, is now a hub for innovation as it pursues this vision.
Meanwhile, on the global stage, Apple made waves with the announcement of its Crossbody Strap accessory for the newly launched iPhone Air and iPhone 17. Priced at $60 (about 1.7 million VND in Vietnam), the strap allows users to sling their phones across their bodies like a fashion-forward satchel—a nod to the growing intersection of fashion and function in tech accessories. According to Bloomberg, the accessory generated immediate buzz in the U.S., especially among consumers just discovering the blend of style and utility in wearable tech.
But in Asia, the reaction was more muted. Crossbody phone straps have been a familiar sight in bustling markets and shopping centers for years, available in a dizzying array of colors and at wallet-friendly prices. Apple’s version, while sleek and well-integrated with its cases, was seen by some as a late entry into a space already teeming with competition. As Carlos Granon, founder of Hong Kong-based accessory brand Topologie, put it, “We were quite surprised that Apple launched the strap so late.” Topologie, inspired by climbing gear, has offered crossbody straps for iPhones since 2019 and has seen sales surge over 50% this year to nearly 700,000 units. Their straps, starting at $28, come in more than ten colors and materials, from soft fabric to leather, outpacing Apple’s more limited color palette.
Other regional brands haven’t missed the trend. Japanese retailer Muji and Hong Kong’s Casetify have both introduced their own crossbody straps, with Casetify reporting that these accessories now account for about 4% of its revenue. The appeal, according to Granon, is especially strong among women aged 20-40, who appreciate the practicality of freeing up handbag space as smartphones get ever larger. The rise of digital wallets and smart keys only adds to the utility, making the phone strap a must-have for the modern multitasker.
This tech-fashion fusion isn’t limited to phone straps. In April 2025, Motorola launched a set of Swarovski-embellished earbuds, inspired by a similar Huawei product from 2023. As Ruben Castano, Motorola’s Vice President of Design, explained to Bloomberg, the challenge for tech companies is to create products that appeal to women without being overly feminine or shrinking the hardware. “Looking back a few years, this trend was more focused on men, but the important thing is to develop and serve all segments. We’re trying to balance products for many audiences; it’s about perspective, not gender,” Castano said. Granon echoed this sentiment, noting a shift in attitudes as more Asian men adopt crossbody phone straps, further broadening the trend’s appeal.
Despite being a latecomer, Apple’s endorsement of the crossbody strap could well propel the accessory to global ubiquity, much as AirPods did for wireless earbuds. “I believe everything will change quickly when Apple introduces this product,” Granon predicted. The brand’s influence has a way of transforming niche trends into mainstream must-haves, raising the stakes for both established players and newcomers in the accessories market.
Both MOOVTEK’s Xe Ghép and Apple’s Crossbody Strap illustrate how technology is being reimagined to meet the practical, social, and aesthetic needs of today’s consumers. Whether it’s making daily commutes more affordable and efficient or turning a smartphone into a wearable statement, the message is clear: in Asia’s fast-moving cities, convenience and style are no longer mutually exclusive. As companies race to keep up with these shifting demands, the winners will be those who can blend innovation, utility, and a dash of flair—without losing sight of what makes life in the city both challenging and exhilarating.
