FAHASA Partners with iigen to Launch the iigen Character World Pop-Up

As part of the celebration of the 50th anniversary of Ho Chi Minh City Book Distribution Corporation (FAHASA) (1976–2026) and its ongoing commitment to delivering meaningful cultural, educational, and experiential activities for children, students, and families ahead of the new school year, FAHASA, in collaboration with iiGEN, officially launched the iiGEN Pop-Up – 2026 New Product Experience at 9:30 a.m. on July 31, 2026, at FAHASA Tan Dinh Bookstore (387–389 Hai Ba Trung Street, Xuan Hoa Ward, Ho Chi Minh City).

The event showcases iiGEN’s latest licensed stationery and school supply collections while offering customers an immersive creative space featuring interactive activities, family-friendly entertainment, and a variety of attractive promotions for children and their families.

iiGEN – A Creative Stationery Brand Inspiring the Joy of Learning

Founded in 2004, iiGEN is a creative stationery and school supplies brand recognized in numerous international markets for its commitment to developing officially licensed products that combine modern design, aesthetic appeal, and practical functionality. Guided by its philosophy, “Make Learning More Enjoyable,” iiGEN continuously develops innovative stationery, educational tools, and school accessories featuring globally beloved licensed characters.

At this Pop-Up event, iiGEN is showcasing a wide range of officially licensed collections, including Hello Kitty in three new design series, Marvel (featuring the Avengers and Spider-Man), Disney Princess, popular Sanrio characters such as Kuromi, Cinnamoroll, My Melody, and Pochacco, as well as collections inspired by Zootopia and Dinosaurs.

Each product line is thoughtfully designed with vibrant colors, contemporary styling, and safe, high-quality materials to meet the everyday learning, creative, and lifestyle needs of students and fans of licensed merchandise alike.

Through its collaboration with iiGEN, FAHASA continues to expand its portfolio of premium stationery and school supplies, offering customers a broader selection of quality products that align with modern consumer trends while meeting the growing demand of the back-to-school season.

An Engaging Experience for the Whole Family

More than just a new product showcase, the iiGEN Pop-Up has been designed as an immersive destination where families can explore, create, and enjoy a variety of interactive activities together.

Throughout the event, all children can participate free of charge in two fun mini-games: A5 Coloring and Dart Throw Challenge. In the dart game, each participant receives six darts, and those who successfully hit the target two to three times will receive a special gift from the organizers. Meanwhile, the coloring activity encourages creativity while providing children and their families with an enjoyable and meaningful shared experience.

In addition, customers who check in at the Pop-Up area will receive exclusive event gifts. As a special back-to-school promotion, all iiGEN products will be offered at a 20% discount from July 31 to August 10, 2026, giving customers the opportunity to purchase high-quality licensed stationery and school supplies at attractive prices.

Through this series of interactive activities, FAHASA aims to transform its bookstores into more than just retail destinations—they are envisioned as welcoming spaces where families can learn, play, explore, and connect, while creating memorable experiences and delivering meaningful value to children during the summer season.

FAHASA – 50 Years of Serving the Community and Spreading Knowledge

Over the past 50 years, FAHASA has remained steadfast in its mission of “Serving the Community, Spreading Knowledge.” The company has continuously invested in developing a professional and modern bookstore network while expanding partnerships with leading domestic and international brands to provide customers with high-quality products and services.

FAHASA’s collaboration with iiGEN to organize the iiGEN Pop-Up and introduce its latest licensed stationery collections for 2026 further reflects the company’s vision of transforming its bookstores into vibrant destinations for culture, education, and family experiences. The event also forms part of FAHASA’s series of activities celebrating its 50th anniversary, bringing meaningful value to readers, students, and families across Vietnam.

Looking ahead, FAHASA will continue to strengthen partnerships with reputable local and international brands, diversify its product portfolio, introduce innovative new offerings, and create more engaging customer experiences. Through these initiatives, the company reaffirms its position as Vietnam’s leading bookstore and stationery retail chain, while continuing to support the growth of reading culture and education throughout the country.