South Korean premium salon chain Juno Hair is accelerating its push into Southeast Asia under Chief Executive Song Hyun-seok, a marketing veteran who previously led Shinsegae Food and held senior roles across global consumer brands.
The company plans to open its first flagship salon in Ho Chi Minh City on June 14, marking a new phase in its overseas expansion as it seeks to tap growing demand for premium Korean beauty services across the region.
Juno Hair said the Ho Chi Minh location will serve as its eighth global outpost and a strategic hub for Southeast Asia. Located in the Vietnamese city’s central district, the salon will span five floors—from a basement level to the fourth floor—covering about 7,100 square feet.
The site will feature 16 styling stations, more than the company’s flagship location in Seoul, and will offer a range of services including hair styling, makeup and head-spa treatments. The company said the salon is designed as a full-service premium beauty destination.
Mr. Song, who took over as chief executive late last year, brings more than three decades of experience in global consumer industries. His career includes leadership roles tied to brands such as AB InBev’s South Korean unit OB Beer, as well as multinational chains McDonald’s and Pizza Hut.
His appointment signaled Juno Hair’s ambition to transform its domestic salon brand into a globally recognized lifestyle name.
At the Ho Chi Minh flagship, the company plans to deploy a team of 15 stylists—10 from South Korea and five locally hired designers—in an effort to balance brand consistency with local market adaptation.
A key pillar of the expansion strategy is exporting the company’s training system. Juno Hair is preparing to establish the “Juno Academy” in Vietnam to cultivate local talent through structured professional education. Top trainees will be given opportunities to work in the company’s Korean salons as part of what the firm describes as a global talent-circulation program.
“Entering Ho Chi Minh City is more than opening another branch,” Mr. Song said in a statement. “It is an important milestone in sharing Korea’s advanced beauty techniques and K-beauty culture with the global market.”
Juno Hair has accelerated its international push after securing investment from Blackstone, one of the world’s largest alternative asset managers. The company currently operates overseas salons in the Philippines, Thailand and Japan.
The Vietnamese flagship is expected to serve as a springboard for broader expansion across Asia, as Juno Hair seeks to build a network of premium salons combining Korean styling expertise with a standardized training and service model.
The move reflects the broader rise of Korean beauty brands overseas, as companies across cosmetics, fashion and services look to capitalize on the global popularity of K-beauty and Korean pop culture.
