September in Vietnam is shaping up to be a dazzling month for shoppers, with two of the country’s retail giants—PNJ and Shopee—rolling out massive campaigns that promise not just discounts, but immersive experiences and exclusive offers. Whether you’re hunting for a timeless piece of jewelry or the latest beauty and tech gadgets, September 2025 is delivering a shopping bonanza that’s hard to ignore.
According to Cafebiz, PNJ, one of Vietnam’s most prestigious jewelry brands, kicked off its “Chuỗi tọa độ – Ưu đãi trang sức” (Jewelry Coordinates – Jewelry Offers Chain) campaign on September 6. This nationwide event, which runs until September 28, is not just a sale—it’s a celebration of style, tradition, and customer appreciation. For the first time, PNJ is bringing exclusive benefits to selected stores across the country, inviting customers to join what the company calls a “journey of smart beauty” and personal style elevation.
The campaign launched with a sparkling opportunity: the “Cơ hội sở hữu 01 Đồng vàng kỷ niệm 24K Lý Ngư Vọng Nguyệt” program. Here, the customer with the highest total purchase at each participating store walks away with a commemorative 24K gold coin. This isn’t just any coin—it’s a finely crafted piece symbolizing fulfillment, luck, and prosperity, a gesture of gratitude from PNJ to its loyal clientele.
But the excitement doesn’t stop there. Throughout the campaign, shoppers can snag discounts of up to 40% on select jewelry designs. These aren’t fleeting trends, either; PNJ’s pieces are known for their enduring value and craftsmanship, making them investments in both style and substance. As Cafebiz puts it, these refined designs “not only enhance your appearance but also carry lasting value through the years, helping you beautify smartly and confidently elevate your unique style.”
For PNJ’s most devoted customers, the “Ưu đãi VIP Day” program was a highlight, taking place over three special weekends—September 13-14, 20-21, and 27-28. During these periods, VIPs enjoyed an extra 1.5% off diamond jewelry and 1% off other products already covered by the VIP policy, giving loyal shoppers even more reason to indulge.
Mix-and-match fashionistas weren’t left out either. PNJ introduced a tempting bonus: buy two ECZ or CZ jewelry items and receive a silver or high-grade alloy jewelry gift worth up to 1,000,000 VND. Meanwhile, anyone purchasing two pieces of gold, platinum, or watches (excluding CZ and ECZ items) scored an 8% discount and a 2,000,000 VND voucher. Diamond lovers spending at least 20,000,000 VND on a single piece were rewarded with an additional jewelry gift valued up to 1,000,000 VND. Silver and alloy jewelry buyers also enjoyed a 12% discount and a 200,000 VND voucher when picking up two or more items.
PNJ’s campaign wasn’t just about transactions—it was about experiences. Shoppers were invited into luxurious store environments, where the latest collections were displayed in elegant settings. The company’s goal, as Cafebiz reports, was to offer “a premium shopping experience, emphasizing lasting value and smart beauty.”
Adding a cultural twist, PNJ embraced the Mid-Autumn Festival spirit by organizing wooden lantern-making workshops led by Ms. Hằng at select stores on September 27-28 and October 4-5. These hands-on sessions provided families a chance to create cherished memories together, and every customer who made a purchase during this period received a complimentary Mid-Autumn Festival lantern—a thoughtful gesture that blended tradition with modern retail.
As the year-end festival season looms, PNJ’s “Jewelry Coordinates – Jewelry Offers Chain” is positioning itself as the go-to destination for those looking to shine brighter and share inspiration with the world around them. “Each jewelry piece is not just an accent for your appearance, but holds timeless value, sparking inspiration and confidence for you to radiate brilliance to the world,” Cafebiz notes.
Meanwhile, Shopee, Southeast Asia’s e-commerce powerhouse, is making waves of its own. According to Tuổi Trẻ, Shopee launched its highly anticipated Shopee Debut program on September 18, creating a virtual space where shoppers can get first dibs on brand-new products from top names in cosmetics, fashion, and technology.
Shopee’s reputation as a launchpad for brands is well earned. During the recent 9-9 shopping festival, Shopee Mall saw order volumes jump sixfold, while Shopee Premium’s orders skyrocketed by 18 times. Building on this momentum, Shopee Debut is set to introduce more than 1,000 new products this month alone, with many items making their Vietnamese debut online.
Among the standout launches are the globally hyped SKULLPANDA You Found Me! collection from POP MART, the Refresh Aqua serum by Korean beauty brand d’Alba (already earning rave reviews among beauty enthusiasts), Maybelline New York’s SuperStay 30H Flex Powder—boasting a 30-hour wear time—and L’Oréal Paris’s 72H Elseve HA Pure shampoo and conditioner duo, which promises comprehensive hair repair and has become a must-have for many.
But Shopee Debut isn’t just about what’s new—it’s about how you discover it. Throughout September, Shopee is offering discounts of up to 25% across the Debut lineup. The excitement peaks on September 19 and 29, when Shopee will host 12-hour livestream marathons. These aren’t your average product demos—viewers can tune in for entertainment, live reviews, and real-time deals, all hosted by a star-studded cast of “Debut Masters,” including renowned KOLs from the worlds of fashion, beauty, and tech.
The first livestream, led by beauty blogger An Phương, kicks off at noon on September 19, with subsequent sessions on September 29 featuring influencers like Cổ Ngân, Ribi Sachi, Vinh Râu, and Thúy Kiều. During these live events, shoppers can grab special vouchers—such as a 25% discount (up to 1,000,000 VND) on orders over 500,000 VND, and a 25% (up to 300,000 VND) voucher for purchases over 200,000 VND on Shopee Video. To sweeten the deal, all Debut purchases made via Shopee Live or Shopee Video come with free shipping.
Shopee’s goal is clear: to give customers a shopping experience that’s as vibrant and dynamic as the products themselves. “Shopee Debut aims to provide customers a vibrant shopping experience combining new product discovery and entertainment,” Tuổi Trẻ reports, highlighting the platform’s commitment to both innovation and customer delight.
As September unfolds, it’s clear that both PNJ and Shopee are raising the bar for retail in Vietnam. With exclusive launches, generous discounts, and a focus on memorable experiences, they’re not just selling products—they’re redefining what it means to shop in the modern era. For Vietnamese consumers, the message is simple: whether you’re seeking a piece of jewelry that lasts a lifetime or the next big thing in beauty and tech, this month’s shopping events are not to be missed.
With the year’s final festivals just around the corner, shoppers have every reason to explore, indulge, and celebrate—with style and savings to match.
