Aeon will implement a two-pronged development strategy, focusing on both vertical and horizontal growth. Vertically, the company will reform its supply chain, develop private label products, and maintain high quality products at affordable prices. Horizontally, it will accelerate system expansion, diversify markets, and enhance the nationwide shopping experience, bringing quality products closer to consumers. In parallel, Aeon emphasizes contributing to the local community, aiming for sustainable development and long-term engagement with Vietnamese society.

Mr. Tezuka Daisuke, Member of the Board of Directors, Chief Representative of Aeon Group in Vietnam and General Director of Aeon Vietnam. Photo: Aeon Vietnam

Mr. Tezuka Daisuke, Member of the Board of Directors, Chief Representative of Aeon Group in Vietnam and General Director of Aeon Vietnam. Photo: Aeon Vietnam

Mr. Tezuka Daisuke, Member of the Board of Directors, Chief Representative of Aeon Group in Vietnam and General Director of Aeon Vietnam, stated, "Aeon is operating on track with the group's growth plan, with Vietnam being the company's fastest-growing overseas market."

However, he acknowledged that despite maintaining impressive growth, Aeon's store scale and revenue in Vietnam are still modest compared to the potential of a market with over 100 million people. The Vietnamese retail market is forecast to continue its strong growth, as modern retail channels currently only account for 12% to 15% of the market share.

Aeon Tan An Shopping Center, scheduled to open next month, is Aeon's first shopping center in the Mekong Delta region. Photo: Aeon Vietnam perspective image

Aeon Tan An Shopping Center, scheduled to open next month, is Aeon's first shopping center in the Mekong Delta region. Photo: Aeon Vietnam perspective image

To expand its business, Aeon continues to diversify its retail models, deploying them flexibly according to the characteristics of each city, residential area, and the needs of local residents. This approach meets the increasing demands of the market and expands brand coverage nationwide. In 2025, the development plan includes 4 shopping malls, general merchandise stores, and supermarkets. Aeon also plans to open at least 10 Aeon MaxValu supermarkets and specialized store chains, while strengthening the Aeon Eshop e-commerce channel to provide nationwide delivery services. Regionally, in addition to focusing on major cities like Ho Chi Minh City and Hanoi, the Japanese retailer also aims to expand to other provinces and cities.

Simultaneously, Aeon aims to develop a comprehensive, closed-loop supply chain, from product research and development to distribution, to ensure quality, stable supply, and reasonable pricing.

In addition, the private label product development strategy is designed to realize the company's core values by developing products made in Vietnam and exclusively available at Aeon, such as the TopValu and Home Coordy private labels. The focus of this strategy is to build a comprehensive supply chain that meets local consumption needs at reasonable prices while maintaining quality standards. The group also continuously enhances the capacity of domestic suppliers, expanding opportunities to bring Vietnamese products under the TopValu brand to international markets: coffee from Son La, dried fruits (jackfruit, banana), and Da Lat flowers exported to Japan.

Aeon continues to promote the development of private label products such as TopValu and Home Coordy with Aeon's quality and standards at reasonable prices. Photo: Aeon Vietnam

Aeon continues to promote the development of private label products such as TopValu and Home Coordy with Aeon's quality and standards at reasonable prices. Photo: Aeon Vietnam

A company representative stated that, steadfast in its philosophy of developing alongside the local community, Aeon implements sustainable activities based on three pillars: economic, environmental, and social. These include promoting Vietnamese goods consumption, environmental protection, building green living spaces, and community development. Notably, the company focuses on training young human resources, exemplified by the high-quality human resource training program for the retail sector in Vietnam, in consultation with the Ministry of Industry and Trade, contributing to the government's "National Trade Development Strategy to 2030, with a vision to 2045."

Sharing his mission, Mr. Tezuka Daisuke emphasized, "I came to Vietnam with the task of building a development strategy that meets the group's expectations, but above all, to bring happiness, convenience, and a better quality of life to Vietnamese consumers."

In 2024, Aeon in Vietnam achieved a 120% year-on-year revenue growth, making it the fastest-growing market outside Japan in the region. During the year, Aeon opened 3 shopping malls, general merchandise stores, and supermarkets, increasing the total from 6 to 9. These general merchandise stores and supermarkets are consistently among the group's top performers in terms of revenue, while attracting very high customer traffic, clearly reflecting the strong growth potential of the Vietnamese market.

Hai My