artLIVE – The launch event of Helio by Biti’s, Vietnam’s pioneering fashion brand designed exclusively for teens and organized by Bella Ciao & Partners, took place from May 30 to June 1 with a series of exciting activities.
Helio by Biti’s – Vietnam’s first-ever fashion brand dedicated to teens
Helio is a pioneering fashion brand in Vietnam designed exclusively for teenagers. Specializing in footwear, apparel, backpacks, bags, and accessories, the brand aims to create a vibrant, dynamic, and inspiring fashion world for the Gen Alpha generation.
Developed by Biti’s – one of Vietnam’s most trusted brands – Helio officially launched on May 31, 2025, at AEON MALL Tan Phu Celadon. Organized by Bella Ciao &Partners, the event offered a fully immersive experience, blending fashion, art, interaction, and shopping – tailored especially for the modern teenage generation.
Helio – Turn yourself toward the sun
Helio was born with a mission to accompany teens on their turbulent journey of growing up. Each product is not only a statement of style but also carries a powerful message: “Turn yourself toward the sun” – stay positive, be strong, and keep moving forward.
Understanding the struggles that come with adolescence, Helio encourages young people to reconnect with nature, with one another, and with themselves to find balance and a daily source of inspiration for a brighter, more meaningful life.
“Hello, Helio” is more than just a greeting to teenagehood; it’s a reminder that every tomorrow is a chance to begin again, to shine, and to spread something good.
The “Hello Helio” event kicked off a colorful and inspiring journey for teens and their families, featuring three main zones: an Arttoy exhibition space, a showcase of Helio’s debut collection, and a series of interactive mini-games.
A unique Arttoy collection
The Arttoy exhibition space resembled a miniature universe – where imagination and personal identity came to life through the Helio character collection.
In this world, every character is named Helio, yet no two are the same. Each represents a unique story and personality, reflecting the diversity and individuality of Gen Alpha. Though different, they stand side by side like trusted companions, walking with teens on their journey of self-discovery and guiding them toward their sun.
Helio No.1 – The Sun Boy
Radiant like his name, No.1 carries a boundless, glowing energy. He’s always bouncing to the beat, turning any space into his stage. For No.1, every dance move is a way to express himself—free, confident, and full of life.
Helio Du – Nature’s Best Friend
Du is enchanted by cool flowing streams, the rustling of green leaves in the breeze, and the vast, endless sky. He’s always curious about the world around him—a world that whispers magical, mysterious stories yet to be discovered.
Each character embodies a unique personality, inspiring young people to keep writing their own stories
Helio Uiek – The Strategist
Smart, sharp, and endlessly curious, Uiek is the “brain” of the group. With surprising ideas and razor-sharp logic, he always finds the most brilliant solutions, even in the trickiest situations.
Helio Nann – The Sports Star
The playground is where Nann truly belongs. From basketball to running to swimming, he gives his all with a fiery spirit and a never-give-up attitude. Nann pushes himself every day to “level up” and be the best version of himself.
Helio Dim – The Soul of the Streets
Dim is the symbol of freedom and positive rebellion. He lives for every spin, every slide, every fall and rise. Because that’s how he feels most alive. Bold, free, and full of passion, Dim is one of a kind.
The Helio character collection is bursting with personality, each one telling a story that reflects the traits, struggles, and dreams of today’s teens
Helio Tenng – The Quiet Designer
With a strong personal aesthetic and a one-of-a-kind perspective, Tenng is the one who “finds beauty in what others overlook.” He’s quiet, reserved, and different—but impossible to forget.
Helio Sen – The Tech Whiz
The ultimate trend-catcher! With lightning-fast video editing skills and top-tier tech talent, Sen turns every moment into viral content, inching closer each day to his dream of becoming a star streamer.
The collection is infused with a bold, artistic spirit, encouraging teens to confidently express themselves and fully embrace their individuality.
This proves that Helio is more than just a fashion brand; it’s a companion that energizes and inspires young people to keep writing their own stories during the most vibrant years of their lives.
Teen-centric design
The fashion collection display was designed with an open layout and a unique rotating counter system, creating a friendly, interactive space that makes trying on and selecting items easy and fun. From sandals and sneakers to backpacks and accessories, every piece embodies a fresh, trendy vibe inspired by the Helio mascot—a symbol of courage, joy, and individuality.
Play and win meaningful gifts
The minigame zone featured three seamlessly connected stations, offering an engaging experience from start to finish. Visitors could snap a check-in photo with the Helio mascot, then test their skills at a dart-throwing game with each target representing a positive trait: H – Happy, E – Energetic, L – Laughing, I – Interesting, O – Original.
Young visitors enthusiastically joined in the fun-filled minigames
Finally, participants had the chance to spin the lucky wheel and win exciting gifts with any purchase of Helio or Biti’s Happy Kids products.
Photos: artLIVE
