Vietnam continues to strengthen its position as a key market in AEON’s long-term retail strategy, as the Japanese giant accelerates its expansion and deepens partnerships with Vietnamese suppliers. According to Mr. Tezuka Daisuke, General Director of AEON Vietnam, the company’s supermarket and store revenue in the country has grown at an average annual rate of 30%, prompting AEON to plan a significant expansion of its retail network and aim to triple its current revenue by 2030. The statement was made during the opening of AEON’s first general merchandise store in Hung Yen on October 2, marking another milestone in the retailer’s decade-long investment in the Vietnamese market.
AEON Van Giang General Merchandise Store and Supermarket, Hung Yen
With a population of 100 million and consistently strong consumer demand, Vietnam has become one of AEON’s most strategic markets outside Japan. Over the past ten years, AEON has invested roughly USD 1.5 billion in Vietnam, and the company anticipates allocating a similar amount in the next decade to achieve its long-term goals. In addition to the new Hung Yen location, AEON will open a supermarket in Tan An (Tay Ninh) later this year and a mid-sized supermarket in Hai Phong in 2026. The group is also targeting expansion into the Red River Delta, Mekong Delta, and central regions such as Hue and Da Nang.
AEON’s rapid growth in Vietnam is supported by a diversification of retail formats—from large-scale shopping malls and standalone general merchandise stores to supermarkets and small-format convenience stores—aimed at bringing AEON’s products and services closer to local consumers. Mr. Tezuka emphasized that the group evaluates markets based on long-term trends rather than short-term fluctuations. “When analyzing Vietnam, we looked beyond immediate numbers and focused on long-term potential. The data clearly shows sustained, healthy growth,” he said.
As of today, AEON operates a broad retail ecosystem comprising 8 shopping malls, 15 general merchandise stores and supermarkets, 45 mid-sized supermarkets, 182 convenience stores, and 29 specialty stores spanning fashion, beauty, and bicycles. This extensive network highlights the depth of AEON’s commitment to Vietnam’s retail sector and the increasingly important role Vietnamese suppliers play in AEON’s sourcing strategy.
Parallel to its business expansion, AEON continues to serve as a strategic partner of the Viet Nam Sourcing Expo, reinforcing its role in the country’s export-driven supply chain. Each year, AEON sends large buyer delegations to the expo and maintains a dedicated exhibition booth designed to directly engage with Vietnamese suppliers, introduce the group’s quality and sourcing standards, and identify products suitable for distribution across its regional retail system.
AEON’s booth at VIS 2025 remained one of the most visited destinations, attracting strong interest from Vietnamese suppliers.
AEON’s booth consistently stands out as one of the most prominent destinations at the event, attracting suppliers from key sectors such as food and beverages, fast-moving consumer goods, homeware and furniture, health and beauty, and fashion. Its dual presence as both buyer and exhibitor reflects AEON’s long-term commitment to deepening trade cooperation with Vietnamese manufacturers, increasing the share of Vietnamese goods sold within AEON Vietnam stores, and expanding export opportunities for Vietnamese products into Japan and the wider Asia–Pacific region.
Through its continued partnership, AEON plays a pivotal role in strengthening Viet Nam Sourcing Expo as a trusted international sourcing platform—one that connects Vietnamese enterprises with global retailers and creates concrete opportunities for domestic products to integrate into international distribution channels. This progression underscores Vietnam’s growing reputation not only as a dynamic retail market but also as a reliable sourcing hub for leading corporations across the world.
Source: VnExpress
