Vietnam Products Week in Japan takes place from June 19 to 22, with the theme "Experience the beauty of Vietnam through the five senses — cuisine, culture, and tourism". This is an annual event organised by the Vietnamese Ministry of Industry and Trade in collaboration with the People’s Committee of Hà Nội City and AEON Group.

Vietnamese Products Week 2025 expands its scale, taking place at 383 AEON stores and supermarkets in Japan alone. Photo AEON Vietnam

The opening ceremony of "Vietnam Products Week in Japan" on the morning of June 19 was attended by Deputy Minister of Industry and Trade Phan Thi Thang; Vietnamese Ambassador to Japan Pham Quang Hieu; Vietnamese Trade Counsellor in Japan Ta Duc Minh; Deputy Director of the Hà Nội Department of Industry and Trade Nguyen The Hiep; and representatives of AEON Group.

Not only does the event bring Japanese customers a Vietnamese cultural space, but it also creates opportunities for them to taste and experience Vietnamese delicacies - from local flavours to creative dishes, delicately adapted to suit Japanese tastes and meet the needs of Japanese customers for Vietnamese products and cuisine. At the same time, it fosters a deeper appreciation of Vietnamese culture among Japanese consumers.

This year’s Vietnam Products Week focuses on promoting key product groups, notably dry foods; fresh agricultural products; fresh foods such as seafood and meat (peeled shrimp, basa fish) with ASC certification; ready-made, ready-to-eat dishes such as Vietnamese bread with chicken, fried fish, and herbs; and household and lifestyle products.

Vietnam Week in Japan has also introduced and sold the first batch of Vietnamese fresh flowers exported to Japan under the TOPVALU brand, including bouquets grown in Đà Lạt, composed of many varieties such as peonies, lilies, and roses.

This year marks the first time Vietnamese fresh flowers under the AEON TOPVALU brand have been exported to Japan. Photo AEON Vietnam

Currently, TOPVALU fresh flowers from Việt Nam are being sold at 200 AEON stores and supermarkets in Japan, with plans to expand to 300 stores by September 2025. AEON is working closely with Vietnamese suppliers to increase production, aiming to distribute AEON TOPVALU fresh flowers imported from Việt Nam at 1,000 stores and supermarkets by 2026.

With the goal of promoting private-label products produced in Việt Nam and Vietnamese goods exported to the Japanese market, the event also included a Business Matching Conference — a bridge between 15 Vietnamese enterprises and AEON’s purchasing department in Japan (including companies such as AEON Retail and AEON TOPVALU).

Before the opening ceremony, representatives from the Vietnamese Ministry of Industry and Trade, the Embassy of Vietnam in Japan, the Vietnam Trade Office in Japan, the Hà Nội Department of Industry and Trade, and AEON Group met and exchanged ideas at a High-level Meeting. Notably, this year’s meeting also included the online participation of representatives from AEON countries in Asia and Vietnamese counsellors from countries hosting Vietnam Week.

The annual Vietnam Products Week in Japan is a testament to AEON’s commitment and relentless efforts to promote the consumption of Vietnamese goods through AEON’s retail system. Going forward, AEON will continue to promote activities introducing Vietnamese products to international markets through the Group’s retail network.