In a market often dominated by flashy marketing, overnight hype, and Western imports, Shondo, a homegrown Vietnamese brand, took a different path. It didn’t go viral overnight. It didn’t make international headlines. But what it did quietly and effectively was win the hearts and wallets of Vietnam’s youth.
Founded with just ₫7 million (~$300) in 2014, Shondo slowly built itself into a recognizable and respected name. Then came a game-changing moment on Shark Tank Vietnam Season 5, where founder Tran Pham Thong Hiep secured a ₫23 billion (~$1M) investment from Shark Lê Hùng Anh, the chairman of BIN Corporation Group. That deal marked the beginning of Shondo’s evolution. It was no longer just a footwear brand; it was becoming a rising Vietnamese retail force.
The Startup Story: From ₫7 Million to a National Brand
When Thong Hiep launched Shondo in 2014, he wasn’t trying to compete with Nike or Adidas. He saw a gap in the Vietnamese market: stylish, comfortable, durable, and affordable footwear for young people. Local options lacked modern design, and global brands were out of reach for most students and young professionals.
Working with limited capital, Hiep focused on in-house design and direct manufacturing. His philosophy centered around using materials like Phylon and EVA soles to make the shoes both light and long-lasting. These materials were ideal for Vietnam’s climate and lifestyle.
By the time Shondo stepped onto the Shark Tank stage in 2022, it had already sold over one million pairs, operated 20 stores, and maintained two manufacturing facilities. It was no longer a side hustle; it was a growing enterprise built on deep market understanding.
The Shark Tank Vietnam Deal That Changed Everything
On Shark Tank Vietnam Season 5, Episode 2, Hiep came prepared. He asked for $1 million in exchange for 10% equity, a confident move backed by his impressive revenue and distribution model. Within just four months of selling in 2021, Shondo had brought in around ₫60 billion (~$2.6 million).
What caught the Sharks’ attention wasn’t just the numbers. It was Hiep’s thoughtful pitch. He didn’t just talk business. He asked the Sharks about their life philosophies, signaling that he was searching for more than money. He wanted a partner aligned with his long-term values.
Shark Lê Hùng Anh, CEO of BIN Corporation, saw the potential. He offered ₫23 billion for 30% equity, matching Hiep’s ask in dollar value but asking for a larger share. More importantly, he pledged strategic support in digital marketing, cross-border e-commerce, and global expansion using BIN’s international network.
The deal was made. And unlike many Shark Tank deals that fall through after the show, this one officially closed, confirmed by multiple BIN Corporation press releases.
Confirming the Deal: Strategic Partnership, Not Just a Capital Boost
With the deal finalized, BIN Corporation became a strategic shareholder in Shondo. Hiep retained leadership as CEO and continued to guide product design, marketing vision, and operational scale. BIN provided tech infrastructure and cross-border strategy through entities like BIN Media and Papmall.
The investment brought more than just capital. It connected Shondo to a global ecosystem with access to marketing tools, digital sales platforms, and fulfillment support. The collaboration marked a shift from a traditional retail growth model to a digitally driven expansion strategy, well suited for Gen Z consumers.
How Shondo Grew Post-Shark Tank Without Going Global Fast
Instead of rushing into international markets, Shondo focused on domestic growth. It expanded its agent network to over 300 locations, scaled up its factories to produce over 200,000 pairs per month, and hired between 301 to 500 employees to support operations across Vietnam.
This deliberate choice to focus on the home market allowed the company to build brand loyalty, optimize production processes, and strengthen logistics before taking on international shipping, foreign taxes, and regulatory challenges.
Rather than measuring success in flashy headlines, Shondo measured it in consistent growth, repeat customers, and deeper brand affinity among its core audience—Vietnamese youth aged 12 to 25.
Digital Domination: Facebook, Shopee, and TikTok
One of the biggest transformations after the investment was in Shondo’s digital presence. With Shark Hung Anh’s support, Shondo leaned into social media platforms like Facebook and TikTok, where its youthful audience spends the most time.
As of July 2025, the Shondo Vietnam Facebook page has over 766,000 followers, regularly posting product showcases, lifestyle content, and promotional campaigns. Their “Buy 1 Get 1 Free” campaign for Shondo’s 11th birthday drew significant engagement and highlighted customer loyalty.
On TikTok, Shondo creates short videos that showcase unboxing, styling tips, and humorous skits. The use of TikTok LIVE sessions and trending hashtags shows a strong understanding of Gen Z content behavior.
The results are clear on e-commerce platforms as well. On Shopee Vietnam, the Shondo Official Store has:
- Over 403,000 followers
- A near-perfect 4.9-star rating
- Thousands of verified positive reviews praising comfort, design, and service
Going Global with Caution and Strategy
Although Shondo’s website has a United States (VND ₫) option at checkout, there is no confirmed fully operational direct-to-consumer (D2C) shipping to Western markets.
Instead, Shondo seems to be taking a B2B-first approach. The company invites inquiries from potential distributors through a visible message on its homepage. It also provides direct contact to its International Trade/Export Department. This suggests a strategy that prioritizes forming partnerships with retailers abroad over building complex logistics operations.
Shondo has begun regional expansion by listing products on Shopee Singapore and Lazada Singapore. These platforms offer exposure to foreign consumers while minimizing financial and regulatory risks.
Products That Click with Gen Z
Since 2024, Shondo has launched new collections including FX, Suke, and Platy. These lines cater to modern trends while staying true to the brand’s values of comfort, affordability, and durability.
Their materials include:
- Phylon imported from Korea, known for softness and elasticity similar to what Nike uses
- EVA foam, ideal for daily wear
- Molded plastic, which resists water and dries quickly, especially in clog-style designs
This mix ensures that Shondo shoes are both practical and stylish, targeting students, working youth, and children.
Why Shondo Wins with Youth
Shondo’s positioning blends lifestyle and value branding. It offers trend-focused designs while maintaining accessibility. Its pricing strategy makes it competitive, and its digital-first approach keeps it relevant among younger consumers.
Unlike prestige brands like Adidas that focus on athletic performance or legacy local brands like Biti’s, Shondo fits into the fashion-conscious yet budget-aware demographic. Its designs are easy to pair with outfits, allowing youth to use footwear as a form of self-expression.
The brand’s marketing reflects this identity: confident, expressive, and connected to youth culture.
International Outlook and Future Plans
With support from BIN Corporation and a stable domestic foundation, Shondo is preparing for gradual international growth. Its primary tactic is to partner with resellers and test regional markets before scaling further.
However, international trade policies pose challenges. The recent Vietnam–U.S. trade agreement sets a 20% import tariff on Vietnamese footwear, down from a proposed 46%. Complexities around transshipped goods and cross-border regulation make slow expansion a safer route.
Shondo has yet to appear on Amazon Global, and no physical stores have been launched overseas. Still, the infrastructure is there. BIN Corporation’s presence in Singapore, Lithuania, Canada, and the U.S. provides Shondo with valuable international touchpoints.
The Founder’s Vision Endures
Thong Hiep remains CEO and continues to drive Shondo’s growth while honoring its mission: to create shoes that help young people “feel comfortable in every step, confidently connect, and enjoy life with friends.”
Shark Hung Anh supports the vision with strategic resources rather than direct control. Their collaboration highlights what a healthy investor-founder relationship can look like—focused on trust, scale, and shared purpose.
Conclusion: A Quiet Path to Market Leadership
While many brands seek attention, Shondo focused on results. It didn’t rise through media hype. It built its foundation through careful planning, digital fluency, customer trust, and product quality.
Now, Shondo stands as Vietnam’s most promising youth footwear brand. And it did so not with noise, but with confidence in its own quiet strength.
TL;DR (Too Long; Didn’t Read)
Shondo, a Vietnamese footwear brand founded with just ₫7 million, quietly became the No.1 youth shoe label in Vietnam after a Shark Tank deal with BIN Corporation. By focusing on comfort, local design, and digital growth, it’s now selling over a million pairs and aiming for international markets.
FAQs
Is Shondo still in business after Shark Tank?
Yes, Shondo remains active in 2025, with a strong online presence, physical stores and an expanding network of more than 300 agents across Vietnam.
Who invested in Shondo on Shark Tank Vietnam?
Shondo received an investment of ₫23 billion (approx. $1 million) for 30% equity from Shark Lê Hùng Anh, chairman of BIN Corporation Group.
Where can I buy Shondo shoes?
Shondo shoes are available on their official website, Shopee Vietnam, and Lazada Vietnam. Select products are also listed on Shopee Singapore and Lazada Singapore.
Is Shondo available internationally?
Shondo is testing international markets through a business-to-business export model. They are seeking distributors abroad and currently have listings on region-specific platforms like Shopee and Lazada Singapore, but no direct shipping via D2C is confirmed yet.
Why is Shondo so popular with Gen Z in Vietnam?
Shondo’s popularity stems from a combination of stylish, youth-focused designs, comfort materials like Phylon and EVA, affordable pricing, engaging TikTok and Shopee content, and a value-lifestyle positioning.