For years, established brands from the US, UK, Japan and China have dominated the global barbershop market, backed by extensive franchise networks and standardized operating models.
The global barbershop market welcomes a Vietnamese contender
The top 10 includes some of the best-known names in global grooming. Great Clips operates more than 4,400 locations, while Supercuts and Sport Clips Haircuts each have nearly 1,800 stores. TONI&GUY has more than 600 salons, QB House operates over 700 outlets, Yongqi Beauty & Hair has more than 1,000 locations, and Jawed Habib Hair & Beauty runs more than 900 salons.
These brands have built their businesses around consistent service quality, streamlined customer experiences and operating models that can be replicated across large networks.
Against this backdrop, the inclusion of a Vietnamese brand carries significance beyond the haircare industry. It reflects the growing management capabilities and international competitiveness of Vietnam's service sector.
Founded in 2018 by entrepreneur Nguyen Hoai Thanh, East West Barbershop, also known as Dong Tay Barbershop, has expanded to more than 130 locations across Vietnam, Thailand, China and Europe.
With a workforce of more than 1,000 barbers, the company serves tens of thousands of customers each week. In less than a decade, it has grown to a scale that allows it to compete alongside some of the world's longest-established barbershop chains.
East West Barbershop builds its edge around customer experience
While Great Clips has focused on convenient haircuts and online check-in technology, and QB House has become known for its "10-minute haircut" concept, East West Barbershop has pursued a different model centred on the customer experience.
Its stores feature facilities such as children's play areas, car-shaped barber chairs, billiards tables, pianos, chess corners, reading spaces and green areas. Customers can also access a range of personal care services, including haircuts, ear cleaning, massage, hair restoration treatments, hair colouring, nail care and shoe cleaning.
The model is designed to encourage customers to spend more time at the stores while increasing the range of services available during each visit. It also provides a way for the Vietnamese chain to distinguish itself in an increasingly competitive market.
The company has also invested in standardized operations and workforce development. It has established a comprehensive barber training system aimed at maintaining consistent service quality across its network.
The approach echoes strategies used by international chains such as TONI&GUY and Sport Clips Haircuts, which rely on standardized training systems to maintain service quality while expanding across hundreds of locations.
East West Barbershop is also developing a convenience-focused model by opening outlets in residential neighborhoods, shopping centres and other high-traffic locations. The approach, which has been widely adopted in mature markets, has been adapted to meet consumer demand in Vietnam.
Vietnamese businesses join the global race
East West Barbershop's growth strategy rests on three main pillars: standardized operations, workforce development and linking business expansion with social responsibility.
Alongside its commercial activities, the company has launched community initiatives including free vocational barber training for young people, mobile haircut services and contributions to social welfare programmes.
A Vietnamese company appearing alongside established international brands such as Great Clips, Supercuts and TONI&GUY reflects a broader shift in Vietnam's service sector.
Rather than competing primarily on low costs, Vietnamese businesses are increasingly seeking to enter global markets by strengthening corporate governance, standardizing operations, investing in talent and continuously developing their business models.
From a domestic startup, East West Barbershop is gradually establishing itself as a Vietnamese barbershop chain with international ambitions. Its customer-focused strategy and emphasis on long-term growth provide a foundation for further expansion beyond Vietnam.
Its inclusion among the world's top 10 barbershop chains marks an important milestone for the company and points to the growing ability of Vietnamese service businesses to compete internationally when supported by scalable business models and long-term strategic planning.