AEON accelerates expansion in Vietnam

AEON will implement a comprehensive strategy with three focuses: bilateral development both vertically and horizontally, building a comprehensive “AEON Ecosystem”, and promoting initiatives that contribute to the community and sustainable development, thereby affirming and consolidating its pioneering position in the modern retail sector in Vietnam.

In 2024, AEON in Vietnam achieved a revenue growth of 120% over the same period, continuing to maintain its position as the market with the highest growth rate outside of Japan in the region. During the year, AEON opened 3 Shopping Centers (TTMS), Department Stores and Supermarkets (TTBHTH & ST), increasing the total number of centers from 6 to 9.

Mr. Tezuka Daisuke - Member of the Executive Board of the Group, Chief Representative of AEON Group in Vietnam and General Director of AEON Vietnam said: "AEON is operating according to the growth roadmap set by the Group, in which Vietnam is the market with the highest growth rate of AEON abroad". However, he also commented that despite maintaining impressive growth momentum, AEON's store scale and revenue in Vietnam are still modest compared to the potential of a market of more than 100 million people.

Vietnam's retail market is forecast to continue to grow strongly and with great potential, as modern retail channels only account for 12-15% of the market share, the rest are mainly traditional markets and grocery stores. AEON aims to triple the number of stores and revenue by 2030, meaning it needs to achieve an average growth rate of 40% per year compared to the current rate of about 20%.

AEON Group identifies Vietnam as a top priority market in its overseas development strategy alongside Japan. In Vietnam, AEON implements a bilateral development strategy both vertically and horizontally. Vertically, it focuses on reforming the supply chain, developing Private Label products, while maintaining high-quality products at affordable prices. Horizontally, it accelerates system expansion, diversifying markets and enhancing the nationwide shopping experience, bringing quality products closer to consumers. At the same time, AEON focuses on contributing to the local community, aiming for sustainable development and long-term engagement with Vietnamese society.

To expand its business, AEON continues to promote horizontal development with diversified retail models that are flexibly deployed according to the characteristics of each urban area, each residential area and the needs of people in each locality. Thereby meeting the increasing needs of the market and expanding brand coverage nationwide.

In 2025, the development plan includes 4 shopping malls and retail centers, including AEON Tan An shopping mall (in Long An Ward, Tay Ninh Province) and 3 retail centers at shopping malls of real estate developers (02 in the North, 01 in the South). At the same time, AEON plans to open at least 10 more AEON MaxValu supermarkets. In addition, AEON is continuing to expand its specialized store chains to meet the specialized needs of customers, while promoting the AEON Eshop e-commerce channel to provide nationwide delivery services.

AEON Tan An Shopping Center is expected to open in September 2025, the first AEON shopping center in the Mekong Delta region.

In terms of region, besides focusing on big cities like Ho Chi Minh City and Hanoi , Japanese retailers also aim to expand to other provinces and cities, bringing the Japanese standard shopping experience closer to customers in many areas across the country.

In parallel with horizontal development, vertically, AEON aims to develop a comprehensive supply chain that is operated in a closed loop, from product research and development to distribution to ensure quality, stable supply and reasonable prices to customers...

Source: https://doanhnghiepvn.vn/kinh-te/kinh-doanh/aeon-tang-toc-mo-rong-tai-viet-nam/20250814111842284