Two down-on-their-luck individuals meet and work together to survive, sparking a trend in Taiwan for mixed-race Vietnamese shampoo and spa treatments.

(Photographer: Guo Hanling)

Vietnamese Hair Wash vs. Traditional Hair Wash: ROSA Brings You a Premium Lifestyle Experience

1. How did Vietnamese single mother Zheng Qiuhuai and Taiwanese entrepreneur Guo Jinfu make a Vietnamese hair wash, priced four times higher than traditional salons, go viral in Taiwan—and even expand back to Vietnam?

2. Mixed heritage, mixed strategy! By switching to package deals, using warm water finger massage, and calibrating services to meet customer expectations, they successfully introduced a foreign consumer culture. Repeat visits reached 70%, and even international tourists fell in love!

A Must-Experience for Tourists in Taiwan

“Everyone tired from shopping? This is the last stop today,” said a tour guide in Ximending, leading a group of Korean tourists into a hair salon.
“This is a must-try Vietnamese hair wash in Taiwan! Have you ever had a hair wash in Vietnam? …Yes? But it’s okay—Taiwanese style is a little different. You’ll experience it soon.”

This introduction may sound unusual, but in the past two years, “Vietnamese Hair Wash” signs have popped up on streets across Taiwan. Not only are locals loving it, but tourists also flock to try it. According to the Ministry of Economic Affairs, over 100 Vietnamese hair wash businesses have registered in the past two years—not including unregistered salons or those not using “Vietnamese” in their name.

Why Is Vietnamese Hair Wash More Expensive?

A typical Taiwanese hair wash costs around NT$300, while Vietnamese hair washes start at NT$1,500—at least four times higher. Why? Because on one massage bed, customers can enjoy:

• Hair wash

• Foot soak

• Exfoliation

• Body massage

• Facial massage

• Nail trimming

• Ear cleaning

• Hair care

• Herbal steaming

Depending on the package, the service lasts 1–2 hours and satisfies full-body relaxation and care.

The Growing Hair Salon Industry in Taiwan

Taiwan has more hair salons than convenience stores. According to the Ministry of Finance, in 2023 there were over 23,000 hair salons in Taiwan, generating NT$29.1 billion in revenue and still growing. In this highly competitive market, how did Vietnamese-style hair salons carve out a niche?

For the full story, please visit:
https://www.businessweekly.com.tw/archive/Article?StrId=7011742

Cover Story | Writer: Zheng Yumeng | Publication Date: 2025-01-23
Business Weekly, Issue 1941