AEON Vietnam Co., Ltd. (AEON Vietnam) inaugurated AEON Ta Quang Buu  in Ho Chi Minh City on September 26, marking its 8th General Merchandise Store (GMS) in Vietnam.

The newly launched store is part of AEON’s expansion strategy  in Vietnam with a variety of retail formats tailored to meet the evolving needs of local consumers.

“Our priority is to accelerate the new store opening and business category development  to increase customer touchpoints,” Mr. Furusawa Yasuyuki, Executive Officer of AEON Group overseeing business in Vietnam and General Director of AEON Vietnam, shared at the opening ceremony. This approach, he explained, is aimed at increasing customer engagement while contributing to the enhancement of Vietnam's commercial infrastructure. Additionally, AEON aims to promote the consumption of Vietnamese goods through its network of stores.

Relating to the company’s growth strategy, Mr. Furusawa underscored that while the development of large shopping malls remains central to AEON's expansion, the company is also pivoting towards smaller, more adaptable retail formats. This shift reflects changes in consumer behavior, particularly in the wake of the pandemic, as convenience and accessibility become more significant factors in purchasing decisions.

A fresh experience for customers

AEON Ta Quang Buu is the retailer’s first GMS outside of an AEON shopping mall and is strategically located in Parc Mall, District 8, Ho Chi Minh City. This new location is designed to cater to families and Gen Z, offering a one-stop shopping destination. AEON Ta Quang Buu emphasizes providing high-quality products at competitive prices, ensuring an engaging shopping experience for a broad demographic.

Supermarket and Delica areas: Convenience and variety

In the supermarket section, customers can find an array of groceries and household essentials. True to AEON’s brand promise, the store offers high-quality products with a focus on food safety and hygiene, including VietGap and Global Gap-certified fresh produce. Beyond groceries, the store provides fresh meat, seafood, and organic products, as well as a selection of ready-to-eat (RTE) and ready-to-cook (RTC) items designed for busy, modern lifestyles.

Meanwhile, the Delica area covers 612 sq m with seating for 160 customers. It showcases new culinary offerings, such as KUSHIYAKI—featuring a diverse array of skewers with sauces like Shio, Teriyaki, and BBQ—alongside an expanded sushi selection and fresh sashimi. The AEON Bakery introduces new trends, with flat croissants, cream puffs, and an assortment of tarts among the highlights.

Exclusive brands and digital services enhance the experience

AEON Ta Quang Buu also presents over 1,000 items from AEON’s private brand, "TOPVALU," ranging from beverages and snacks to beauty and health products. The store is further distinguished by HÓME COÓRDY, AEON’s lifestyle brand offering furniture, bedding, and home goods known for their quality and minimalist design.

Shoppers looking for beauty and wellness products will find a haven in Glam Beautique, which offers Japanese skincare products and branded cosmetics. Services such as personalized skin analysis and spa treatments will be available starting from November 2024.

Adding a digital layer to the shopping experience, customers can make use of self-ordering kiosks in the Delica area and semi-self-checkout stations throughout the store. Features like smart lockers and free dry ice enhance the convenience factor, demonstrating AEON's commitment to streamlining the shopping process.

In his closing remarks at the launching ceremony, Mr. Furusawa reiterated AEON Group's long-term commitment to investing in Vietnam, a crucial hub for the company’s global operations. With its continued expansion, AEON aims to foster a prosperous and sustainable lifestyle wherever it operates.