Major Japanese retailers Aeon and Sumitomo are rapidly expanding their presence in Vietnam, drawn by the country's growing consumer market, fueled by a young population and an expanding middle class. Aeon, Japan’s largest retail group, aims to grow its General Merchandise Stores (GMS) and Super Supermarkets (SSM) in Vietnam from 12 to about 100 by 2030, and expand its smaller food supermarkets to 200 locations. In January 2025, it opened Aeon Xuân Thuỷ in Hanoi, a modern store offering groceries, cosmetics, clothing, and a large food section with dine-in seating. Ready-to-eat meals and baked goods are highly popular, making up nearly 30% of food sales at the new store. Aeon’s SSM model integrates retail with in-store food courts and cosmetics, appealing to consumers who treat supermarket visits as family outings and leisure activities. Meanwhile, Sumitomo Corporation is expanding its Fuji Mart chain in partnership with Vietnam’s BRG Group, planning to grow from 20 to 50 stores by 2028. Leveraging its Japanese retail experience, Fuji Mart focuses on product freshness, ready-to-eat meals, and bakery offerings, targeting Vietnamese shoppers. Both retailers are adapting Japanese retail models to local preferences, aiming to capture Vietnam’s evolving consumer habits and increasing demand for convenience and quality. (ICE HO CHI MINH CITY)

Fonte notizia: Vietnam News