Korean cookware appliance chain Cuckoo Electronics has opened its second branded store in Vietnam.

The new store opened in Hanoi Trung Hoa on Saturday. It follows the company’s entry into the nation with a store in Ho Chi Minh City’s expatriate district Phu My Hung in July.

A Cuckoo spokesperson said the company proceeded with the second store because of the popularity of the launch store. There is a large expatriate Korean population in Vietnam, largely centred in Ho Chi Minh City, nearby industrial zone Dong Nai province and Hanoi.

The spokesperson said Hanoi Trung Hoa is a high-density residential city and a hub of business, administration, commerce, industry, culture and education so Cuckoo expects a branded shop will have a promotional effect filtering through to Cuckoo’s network of stockists.

Cuckoo has been proactively promoting its brand in Vietnam in the second half of the year with television and magazine advertising, cooking classes and price promotions.

The Korean company manufactures rice cookers, induction cookers, electric grills and water purifiers.

It boasts a 70 per cent market share in the electric rice cooker sector in its more market.