Aeon Targets 100 Large-Scale Stores in Vietnam by 2030: A Major Brand Expansion in Retail News
Japan’s leading retailer, Aeon, is setting its sights on a substantial growth trajectory in Vietnam, with ambitious plans to establish 100 large-scale supermarkets and general merchandise locations by 2030. This expansion marks a significant eightfold increase in its footprint across the country and aims to redefine the retail landscape.
In a strategy driven by rising consumer demand, Aeon intends to introduce a novel concept of “super-supermarkets” that seamlessly blend grocery shopping with general merchandise offerings. These stores will feature food courts and beauty sections, enhancing the shopping experience for Vietnamese consumers.
Yasuyuki Furusawa, who has recently transitioned to President of Aeon Retail, emphasized the need for this expansion to stay competitive against other key players in the market, such as Thailand’s Central. In addition to the larger stores, Aeon is also planning to grow its network of smaller grocery outlets, targeting an extensive reach of 200 locations throughout Vietnam.
As of February 2025, Aeon operates 12 general merchandise stores in Vietnam—including three super-supermarkets—and 36 standard supermarkets, which includes the Citimart stores managed by its subsidiary. With a strategic investment of approximately $1.5 billion over the past decade, Vietnam has become Aeon’s second most crucial market after Japan.
In 2024, Aeon Mall reported a profit of JPY 4.23 billion (around $29.6 million) from its Vietnamese operations, achieving revenues of JPY 17.3 billion. This success positions Vietnam as Aeon’s top-performing market in Southeast Asia and the second largest after China, underscoring the country’s potential for retail growth.
Vietnam’s retail sales recorded an impressive 8% increase, totaling VND 4.92 quadrillion last year, capturing the attention of international brands, particularly Japanese firms. According to a survey conducted by the Japan External Trade Organization (Jetro), over 60% of Japanese companies operating in Vietnam reported profitability in 2024, the highest rate seen in five years. Additionally, about 56% of these businesses plan to expand their operations within the next two years, highlighting a robust demand for growth in the region.
Ozasa Haruhiko, the chief representative of Jetro Hanoi, commented, “This is the highest rate in ASEAN, indicating that Vietnam has one of the strongest potentials for growth.”
Aeon’s significant investment and expansion plans could reshape Vietnam’s retail sector, enhancing consumer choice and access to high-quality products. As the company reinforces its presence, consumers can expect a retail experience that combines convenience with a variety of options, signalling positive growth in the industry.
