The discussion took place at the "New Era - Partnering to Create the Future" event, initiated by Vincom Retail. More than 500 partners, representing international retail brands, attended. Notable participants included: Uniqlo, Muji, Decathlon, Pandora, CGV, Aeon Beta Cinema, SuperPark, Kohnan, Central Retail, WinMart, Starbucks, Dookki, Guardian, Medicare. Major domestic chains and businesses also supported the program, such as: ACFC, Maison, Phoenix Group, Golden Gate, Aladdin Group, Takahiro, RuNam, Highlands Coffee, and The New Playground.

Opening the event, Vincom Retail's leadership emphasized the retail sector's rapid transformation. Shopping centers and commercial streets are evolving beyond mere shopping destinations to become lifestyle hubs that integrate experiences, connect communities, and drive modern consumer trends. This shift clearly reflects new customer behavior, which prioritizes experiences, emotions, and interaction over solely focusing on purchases or ownership.

Ms. Pham Thi Thu Hien, CEO of Vincom Retail, shared the company's development strategy. Photo: Vincom Retail

Subsequently, a representative from the organizing committee outlined Vincom's development strategy through 2030, aiming to shape trends at high-end destinations to international standards. Specifically, Vincom positions itself as Asia's leading retail real estate developer and manager, pioneering trends and customer experiences, owning a diverse portfolio of assets, and expanding its global ecosystem internationally.

"This provides a unique platform for pioneering brands and concepts to converge, creating groundbreaking experiences appearing for the first time in Vietnam. This brings fresh experiences to Vietnamese consumers, thereby shaping the future of the retail industry and establishing new benchmarks to lead the regional market", the representative stated.

Regarding its product strategy, Vincom Retail focuses on two core product lines. First, Vincom Mega Mall is positioned as a "mega shoppertainment destination", a large-scale experiential center driving trends. Second, Vincom Collection is a "retail-tainment destination" for shopping and tourism, built on five main pillars: play, watch, shop, eat, and relax.

An example is the "super destination" model, integrating retail, tourism, and entertainment at Vinhomes Green Paradise Can Gio. This project features 15 new-trend retail complexes. Vincom Mega Mall Can Gio and Vincom Collection Cosmo Bay were revealed as the first projects, expected to create multi-layered experiences, connect with nature, and operate sustainably.

The event brought together more than 500 domestic and international partners. Photo: Vincom Retail

In the latter part of the program, representatives from pioneering brands presented practical success stories and strategies for creating new experiential waves in Vietnam. Mr. Vu Ngoc Thuan, founder of the Longwang, Tianlong, Bo to quan moc, and Gmaster restaurant chains, highlighted Vincom as a launchpad for his businesses and many others to grow rapidly, expand further, and professionalize according to international standards.

Similarly, Mr. Shin Jae Hyuk, a representative from Dookki, shared his development strategy for seizing opportunities in this new phase. "Our goal is not merely to sell tteokbokki, but to convey the unique Korean 'fun food culture' to Vietnamese diners at reasonable prices". Vincom acts as a developer, platform, and bridge to bring international brands to Vietnam, and to support domestic businesses in "reaching the global market".

Meanwhile, a SuperPark representative emphasized their experience in developing family active entertainment models, a rapidly growing trend in new-generation shopping centers. These real-world examples demonstrate that the market presents excellent opportunities for brands to collaborate and partner with Vincom Retail to expand scale, develop innovative retail products, optimize operations, and enhance customer experiences.

Mr. Juha Tanskanen, CEO and Co-Founder of SuperPark, spoke at the event. Photo: Vincom Retail

As the market enters a new development phase, the event not only shared strategies but also fostered sustainable connections between Vincom Retail and its partners. In its pioneering role, the company continues to support brands in expanding their scale, elevating business models, and seizing long-term growth opportunities. "Super destinations" like Can Gio, positioned to become a national tourism hub, are expected to generate strong development momentum, contributing to shaping the future of Vietnam's retail industry.

Vincom Retail is currently the largest retail real estate developer in Vietnam and ranks among the top 3 in Southeast Asia by scale. It operates 90 shopping centers, accounting for 1,9 million square meters of retail floor space, and manages 5.500 shop units, totaling 1,5 million square meters of retail floor space across 31 provinces and cities. The company currently partners with over 1.000 brands.

Hieu Chau