UNIQLO - This Is My Best “T”

No stranger to Vietnamese, UNIQLO is considered a mid-high-end brand, with most customers drawn to exclusive, undefeated tech-based products like Airism, UV, Heattech, and Ultra Light Down. However, in this market, plain T-shirts are rarely the main focus for consumers, except those pursuing a minimalist style, making any VND 300.000+ price tag seem hard to justify. So, how did we make consumers perceive UNIQLO Core-T (UNIQLO’s plain tee product lines) as worth the money? By giving our consumers reasons to “flex” with pride that:

True Japanese Quality isn’t just claimed—it’s felt, seen, and proven. Therefore, we let every detail speak for itself—through stories told not only by the brand but also through the voices of diverse audiences, creating a truly immersive experience:

A captivating series of photos and videos where Uniqlo staff proudly showcase the Best "T" they love the most.

Content creators unbox the exclusive gift box, discovering and choosing their personal Best "T".

Authentic reviews from users who have experienced the product firsthand, sharing what makes it their ultimate favorite.

What’s the point of having the Best "T" if it’s not captured in style? That’s why we’re teaming up with the multi-talented MC Khánh Vy to bring the "Shine My Best 'T'" Minigame—where fans can pose, snap, and showcase their favorite UNIQLO Best "T". Because the Best “T” deserves the best spotlight!

With a diverse range of products, there’s a perfect UNIQLO Best "T" for everyone. To make the selection even more exciting, the UNIQLO’s Find My Best “T” AR Filter was introduced as an interactive and engaging way to discover the best match! Through a quick and engaging quiz, players answer a series of this-or-that questions. In the end, insights about personality are revealed, along with a tailored recommendation for the Best "T" that fits best.