ASTOUD Celebrated AAPI Heritage Month with Immersive Pop-Up Experience in LA’s Chinatown

Vietnamese Fashion Retailer Created Cultural Hub During the Three-Day Event which was held from May 16 – 18

In celebration of Asian American and Pacific Islander (AAPI) Heritage Month, ASTOUD brought Vietnamese fashion and culture to the heart of Los Angeles. The global fashion retailer—the first dedicated to representing Vietnamese fashion internationally—hosted an immersive three-day pop-up experience in LA’s historic Chinatown from May 16-18.

The event transformed retail into cultural celebration, offering attendees an opportunity to discover emerging Vietnamese designers while participating in a vibrant community gathering. Beyond showcasing curated collections, the pop-up served as a creative hub where guests connected with Vietnamese artistry and culture in meaningful ways.

“As something personal and meaningful to us, this pop-up was more than just retail—it was a love letter to our heritage,” explained the ASTOUD team. “Now more than ever, we wanted to curate spaces for our community to connect and be inspired.”