Aiming to increase touchpoints with consumers, AEON Vietnam continues to expand its market share with the launch of AEON Xuan Thuy, which officially opened on January 10.

Located on Xuan Thuy Street, Cau Giay District, Hanoi, AEON Xuan Thuy is the first General Merchandise Store and Supermarket (GMS & Supermarket) in Hanoi to operate independently, outside of an AEON shopping mall.

Continuing to implement its strategy of diversifying retail models, AEON Vietnam is not only focusing on large shopping centers that offer extensive customer experiences and spaces but also on developing retail models of varying scales close to residential areas, thereby providing greater convenience for customers.

With the growing trend of online shopping, AEON Vietnam has also adjusted its strategy to meet customers' needs for convenient, quick, and accessible shopping options.

Mr. Furusawa Yasuyuki, Executive Officer of Vietnam Business at AEON Group (Japan) and General Director of AEON Vietnam, shared that AEON Xuan Thuy represents a new challenge for AEON. “With AEON Xuan Thuy, we aim to meet the needs of the surrounding residents. In particular, we are offering a diverse, rich, and unique ‘culinary world’ for our customers,” he said.

According to Mr. Yasuyuki, the area around AEON Xuan Thuy is densely populated and diverse, with many office workers, universities, and students. “Therefore, we strive to provide products and services that cater to all these groups,” he explained. “With its central location, I envision AEON Xuan Thuy as a ‘short-time shopping’ model — a unified space that meets the shopping, entertainment, and dining needs of various customer segments in a convenient manner.”

In addition to the newly opened GMS and supermarket at Xuan Thuy, AEON plans to expand its presence in provinces and cities across the country, including Thanh Hoa, Quang Ninh, and the Mekong Delta region.

In Hanoi specifically, AEON aims to open more GMS and supermarket models, such as AEON Xuan Thuy, to engage with more customers in the near future.

In 2024, the Vietnamese retail industry made a significant contribution to the socio-economic development of the country. According to the General Statistics Office of Vietnam (GSO), the total retail sales of goods and consumer service revenue in 2024 increased by 8.8 per cent compared to the same period in 2023. Retail sales consistently account for a high proportion, maintained at 60–70 per cent.

Looking ahead to 2025, the Ministry of Industry and Trade forecasts the retail market size in Vietnam will grow to $350 billion, contributing 59 per cent of the total budget.

“In our medium- and long-term vision, AEON Group identifies Vietnam as one of two key markets alongside Japan in our investment promotion strategy,” said Mr. Yasuyuki. “We will continue to promote investment in Vietnam to contribute to a sustainable and prosperous life for people in the areas where AEON operates. This will be achieved through the integration of the Group’s three core business pillars in Vietnam: Shopping Mall Development, General Retail Business, and Financial Services Business, ensuring we deliver the best values to our customers.”