Marcel & Toong Join Openasia: Expanding a Lifestyle and Work Ecosystem

Two familiar names in the realms of dining and workspaces — Marcel & Toong — have officially become part of Openasia Group, promising to bring fresh and exciting dimensions to the group’s growing lifestyle ecosystem.  

Marcel Gourmet Burger: Where every meal feels like home

The relationship between Openasia and Marcel Gourmet Burger began in 2017, when Openasia made its first strategic investment in the premium French-inspired burger brand. After seven years of growth and collaboration, Openasia officially acquired 100% of Marcel Gourmet Burger by the end of 2024, making it a full-fledged member of the group’s ecosystem.

Founded in 2017, Marcel Gourmet Burger draws inspiration from the warmth of family gatherings and the comforting flavors of traditional French kitchens. The name “Marcel” evokes a sense of nostalgia — a longing for home-cooked meals — blended with the vibrant, modern rhythm of Saigon.

Marcel stands out for its thoughtful fusion of refined French culinary heritage and local Vietnamese flair. Every dish is crafted with care and passion, using only fresh ingredients prepared daily in-house — never frozen, always made to order. Each plate tells a story of dedication and emotion, offering a dining experience that is both heartfelt and memorable.

Toong: Designing workspaces for personal growth

Openasia first invested in Toong in 2016. By the end of 2024, the group increased its ownership and took over direct operations, reaffirming its strategic vision for the future of workspaces.

Launched in the fall of 2015, Toong quickly established an impressive network of 13 distinctive locations across three cities in the Indochina Peninsula. Each Toong space is more than just an office — it is a cultural and architectural statement, deeply rooted in local identity and aesthetics.

Toong was built on a core philosophy: a workspace should first and foremost unlock the evolutionary potential of each individual — a belief that sustainable business growth begins with personal development. This is not just a slogan, but a guiding principle reflected in every design detail and daily activity within Toong’s spaces, creating an environment that inspires creativity and nurtures meaningful work.

The official integration of Marcel & Toong into Openasia is more than a business move — it is a convergence of brands that share common values. From a warm burger that feels like a home-cooked meal, to a workspace where individuals are empowered to be their true selves, both brands contribute to a holistic ecosystem where people are cared for, supported, and inspired to thrive in every moment.