Japan’s largest retail group, AEON, has ambitious plans to dramatically increase its presence in Vietnam, aiming to grow from 12 general merchandise stores (GMS) to approximately 100 GMS and super-supermarkets (SSM) by 2030, a more than eightfold increase. These larger outlets blend groceries with additional services like food courts, cosmetics, and home goods.
As of February 2025, AEON operates 12 GMS, including three “super-supermarkets”, and 36 smaller food supermarkets, including its subsidiary CitiMart stores. In January 2025, it opened AEON Xuan Thuy in Hanoi, a flagship GMS spanning multiple floors and including a 450-seat dining and prepared-food area.
AEON’s expansion also includes growing its smaller grocery outlet network to around 200 locations, reflecting rising consumer demand in Vietnam’s retail sector. President Yasuyuki Furusawa emphasized that the aggressive roll-out is necessary to compete with regional rivals like Thailand’s Central Group.
AEON recognizes Vietnam as its second-most important market after Japan and has invested roughly USD 1.5 billion over the past decade in the country. The retailer reported a 2024 profit of approx USD 29.6 million, making Vietnam its top performer in Southeast Asia and second globally behind China.
With retail sales up 8% in 2024, and more than 60% of Japanese businesses in Vietnam reporting profits, AEON’s expansion taps into one of ASEAN’s fastest-growing consumer markets.
(Source: VNExpress)
