A shopping mall of AEON Group in Việt Nam. — Photo courtesy of AEON Vietnam

HCM CITY — AEON Group (Japan) has clearly defined its strategy for a strong expansion in the Vietnamese market, aiming to triple its current scale within the next five years.

'A key strategic player...'

Tezuka Daisuke has been appointed as Executive Officer, Chief Vietnam Business Officer of AEON (Japan), General Director of AEON Vietnam, with the mission of driving investment and business development in the market of over 100 million people.

Compared to Japan, a saturated retail market, Việt Nam still holds significant growth potential. Currently, modern retail channels account for less than 15 per cent of the market, creating opportunities for retailers like AEON to expand and increase market share. This drives AEON to continuously strive to sustain its strong growth momentum and position itself as a pioneer in transforming traditional retail into modern retail models.

Expanding the store network is a key driver for increasing revenue and reaching more customers. Tezuka said that AEON will continue to open and develop new stores to increase its market presence, boost sales and retain its position as a pioneer in the transition from traditional to modern retail.

AEON’s strategy to triple its scale in Việt Nam by 2030

Tezuka Daisuke, Executive Officer, Chief Vietnam Business Officer of AEON (Japan), General Director of AEON Vietnam. — Photo courtesy of AEON Vietnam

Driven by a sustainability-centric approach, AEON focuses on three pillars: economic, social, and environmental, to contribute to community prosperity and support the government in achieving its sustainable development goals. The group targets expanding its operations in Việt Nam to more than three times the current scale by 2030.

To achieve this goal, AEON is implementing a dual-track growth strategy, combining both vertical and horizontal development. Vertically, the company is reforming its supply chain to maintain AEON’s quality standards at reasonable prices, while developing private brands such as TOPVALU and HÓME CÓORDY to enhance competitiveness and ensure better control over quality and pricing. Horizontally, AEON is diversifying its business models and expanding its distribution network nationwide.

Additionally, AEON is expanding its network of smaller-format supermarkets to diversify its business models, accelerate network growth, broaden its market presence, and enhance the nationwide shopping experience.

In Việt Nam, the rise of the middle class and growing aspirations for a better quality of life are driving AEON to develop tailored solutions that enhance consumers’ lifestyles. Not limited to retail, AEON is building a comprehensive 'AEON integrated retail system' to create an 'AEON living space' that enhances the quality and everyday lifestyle for the community.

Tezuka Daisuke added: "I came to Việt Nam not only to build a development strategy that aligns with the group’s expectations, but more importantly, to bring happiness, convenience and a better quality of life to Vietnamese consumers."— VNS