Aeon Mall is introducing a new business model in Vietnam with its Da Nang Thanh Khe project. Unlike its existing 7 shopping malls in major cities such as Ha Noi, TP HCM, Hai Phong, Binh Duong (now merged with TP HCM), and Hue, which are independently developed on tens of thousands of square meters of land, the Da Nang project will be integrated into the commercial podium of a high-rise complex. This innovative approach reflects a strategic shift for the Japanese retailer. A series of new centers are also under construction in Quang Ninh and Thanh Hoa.

Paving the way for an acceleration phase

For Aeon Mall Da Nang Thanh Khe, the company chose a different approach: collaborating with a domestic investor through a master lease agreement. This model aims to optimize land use, shorten implementation time, and expand the customer base to include residents, tourists, and the surrounding community. According to a representative from AeonMall Vietnam, the choice of Da Nang as the first location for this new model was deliberate. The city serves as the economic and tourism hub of the central region, boasting established infrastructure and stable consumer demand. Strategically located just a 5-minute car ride from Da Nang International Airport, Aeon Mall Da Nang Thanh Khe is poised to become a convenient destination for both local residents and tourists.

Currently operating shopping malls are primarily built on a large scale; pictured is Aeon Mall in Tan Phu. Photo: AeonMall Vietnam

This project marks the second collaboration between AeonMall Vietnam and TTC Group, following Aeon Mall Tan Phu Celadon – the group's first shopping mall in Vietnam. This partnership is a continuation of the company's strategy for modern urban development. An AeonMall Vietnam representative stated, "Instead of solely investing directly in large-scale projects, we aim to expand cooperation opportunities with domestic developers to accelerate the expansion of shopping malls in cities nationwide." The company anticipates that this integrated model will enable faster access to potential markets, especially given the increasingly limited land availability in major cities.

Perspective of Aeon Mall Da Nang Thanh Khe – a conveniently located destination for both local residents and tourists. Photo: AeonMall Vietnam

The symbiotic model in modern urban areas

Dr. Tran Xuan Luong, Deputy Director of the Vietnam Real Estate Market Research and Evaluation Institute, views the integration of shopping malls into multi-functional complexes as an inevitable trend. Dr. Xuan Luong commented, "This model optimizes space, saves costs, shortens development time, and increases the ability to tap into existing customer bases." The expert further noted that the combination of commerce, services, accommodation, and offices has become a standard for modern urban areas, creating clear symbiotic value among all parties: investors, operators, and the residential community.

Urban areas featuring integrated amenities are increasingly preferred by young families due to the practical benefits. Residents enjoy a convenient environment where all their needs, from shopping and dining to entertainment and children's play, are within minutes of travel, enhancing the quality of life for the entire family. This integration with modern shopping malls also creates a civilized living space with well-developed infrastructure, contributing to urban renewal and improving the overall living environment. Furthermore, the operation of a shopping mall attracts a large number of transient visitors, fostering auxiliary business activities and opening opportunities for sustainable income growth for local residents.

Aeon Mall shopping malls attract many families. Photo: AeonMall Vietnam

As Vietnamese cities plan for green, smart, and multi-functional development, experts anticipate significant growth potential for the shopping mall model within a podium. With its international brand, operational experience, and market understanding, Aeon Mall is expected to drive the development of commercial spaces integrated with modern urban areas in Vietnam.

Minh Khue