Pigeon joins the “Mommy & Baby Festival 2025” in Ho Chi Minh City

In November, the FMCG Marketing Department organized an activation in partnership with the Mommy & Baby Festival 2025 in Ho Chi Minh City, with Pigeon participating as an event partner. This is one of the key activities in the mother & baby segment, attracting a large number of young families, expectant mothers, and moms with young children.

The main objective of this activity was to strengthen Pigeon’s brand presence within its target consumer group, while creating opportunities for parents to experience Pigeon’s baby and mother care products from Japan firsthand.

The festival took place on November 8 and 9, 2025, in a vibrant and energetic atmosphere. The common activity area welcomed hundreds of pregnant moms joining a synchronized yoga session, as well as thousands of babies and young children participating in the Kidslympic crawling and Iron Kids challenges. In parallel, the Mega Sale zone, with hundreds of booths from reputable mom & baby brands and many free check-in gifts, attracted a steady flow of visitors throughout the event.

Within this context, Pigeon’s booth at positions E14 and E15 became a familiar stopping point for many families. Parents could directly see and touch the products, experience Pigeon’s mother & baby care ranges, receive dedicated consultation from the Pigeon team based on their child’s age and needs, and collect small gifts by checking in or joining interactive activities at the booth.

Conversations at the booth showed that parents are highly concerned about product safety, origin, gentleness, and suitability for their children’s sensitive skin. This created a good opportunity for Pigeon to highlight its product strengths and capture genuine feedback from end consumers.

The activation at the festival brought many positive signals. The booth welcomed a high and consistent number of visitors across both days, and the core target group of expectant moms and moms with young children showed strong interest in the brand. Photos and moments captured at the Pigeon booth were also repurposed on social media channels, helping to enhance brand visibility and generate more engaging content.

Overall, Pigeon’s participation in the Mommy & Baby Festival 2025 not only helped the brand get closer to its target consumers in the offline market, but also created a solid foundation for the FMCG Marketing Department to continue building future brand activities, with the long-term vision of positioning Pigeon as a trusted companion for moms and babies from the very first years of life.

From: FMCG MKT Department