The GS25 Vietnam convenience store chain launched in Hanoi in 3/2025, simultaneously opening six stores in central districts. This event marked its "northward expansion" after years of focusing on the southern market. A communication strategy combining in-store experiences and social media helped the brand quickly attract the attention of the capital's consumers, contributing to the system's expansion to 50 stores after one year of operation.

One of the GS25 Vietnam convenience stores in Hanoi. Photo: GS25 Vietnam

Many GS25 stores in Hanoi are strategically located in office buildings or near schools to easily reach target customer groups, including office workers, students, and young consumers. The diverse product catalog features items familiar to Vietnamese tastes, meeting the demand for quick meals and convenient shopping.

As a Korean-style convenience store chain, the brand also offers imported products and distinctive Korean dishes, catering to the growing demand from consumers who appreciate Korean culture. The launch of character collections, such as Moomoossi, demonstrates a strategy to engage Generation Z through creative elements and brand personality.

GS25 Vietnam attracts young consumers for shopping. Photo: GS25 Vietnam

The expansion process was implemented while upholding operational standards, from supply chain management to human resources. Unlike traditional convenience store models, GS25 Vietnam heavily invests in store design and the in-store experience. Ample seating, power outlets at multiple locations, and a bright, modern space transform the stores into a destination rather than merely a quick transaction point.

Concurrently, the brand regularly organizes free in-store activities like instant photo booths, 360-degree glambot videos, mini-games with prizes, and artist performances or meet-and-greets. These initiatives aim to increase the time spent in stores and foster stronger engagement with users.

To commemorate its one-year anniversary in Hanoi, GS25 Vietnam launched a series of promotional programs. A highlight is the onigiri (rice ball) product experience, offered at a uniform price of 11,000 dong. This best-selling product represents the brand's authentic Korean convenient food style.

GS25 brand's onigiri is one of the brand's best-selling products. Photo: GS25 Vietnam

GS25 Vietnam is a leading convenience store chain from Korea, operated through a joint venture between GS Retail Group (Korea) and Son Kim Retail (Vietnam). Operating in Vietnam since 2017, GS25 stands out with its "Lifestyle Platform" model, offering authentic Korean fast food, operating 24/7, and ranking as the second-largest convenience store chain in Vietnam.

Hai My