Japanese retail heavyweights surge into our digital marketplace

Japanese enterprises like Aeon and Sumitomo are enhancing their commercial ventures in Vietnam, targeting the expanding consumer sector fueled by a burgeoning youth demographic and a thriving middle class.

, and Administrator

2025 May 16 . 6:32 AM

2 min read

Japanese retail giants like Aeon and Sumitomo are intensifying their commercial ventures in... — Japanese retail giants like Aeon and Sumitomo are intensifying their commercial ventures in Vietnam, targeting the burgeoning consumer industry fueled by a youthful populace and a surge in the middle class.

Japanese retail heavyweights surge into our digital marketplace

Unleashing the Commerce Tsunami: Aeon and Sumitomo's Ambitious Plans for Vietnam by 2030

Hype in the Air: Aeon's Aggressive Expansion

Store Count: Aeon, Japan's retail titan, intends to multiply its General Merchandise Stores (GMS) and Super Supermarkets (SSM) in Vietnam from 12 (as of February 2025) to approximately 100 by 2030. They're eyeing an equally impressive increase in their smaller food supermarkets, aiming for around 200 locations nationwide [2][4][5].
Product variety: These future Aeon outlets will stock a broad assortment of items, covering groceries, cosmetics, clothing, household goods, and ready-to-eat meals. The food section, a key draw, covers a sprawling 1,620sq.m, substantially larger than the typical average floor area of supermarkets in Japan [2][4].
Dining options: Aeon's strategy revolves around providing more than just a shopping experience. They strive to create an all-around leisure space, offering 450 seats on the third floor for customers to enjoy cooked meals on-site [2].
Fresh approach: Aeon's expansion in Vietnam is driven by its success with the 'super-supermarket' model, where food retailing is integrated with dining areas and cosmetics counters. Popular amenities include sushi bars, ramen shops, snack vendors, bento boxes stations, and bakeries [2].

Sumitomo's Growth Spurt

Store expansion: In collaboration with Vietnam's BRG Group, Sumitomo aims to boost the Fuji Mart chain from 20 stores to 50 by 2028, opening roughly 10 stores per year [1][4][5].
Fresh offerings: Fuji Mart concentrates on supplying fresh produce and bakery items, catering to consumers who traditionally shop at local markets. They plan to employ expertise from Summit, their supermarket chain in Tokyo, to ensure product freshness and reduce stock shortages [1][2].
Fresh focus: Sumitomo distinguishes itself from the local competition by emphasizing freshness and baked goods, appeasing Vietnamese consumers' penchant for these qualities [1][2].

Booming Market

Vietnam's burgeoning population and growing middle class establish a fertile ground for retail giants like Aeon and Sumitomo. The country's retail sector, mostly informal, presents ample space for formal retail chains to grow and penetrate the market [2][4].

[1] baophapluat.vn

[2] vietnamnews.vn

Shoppers browse goods at the Aeon Mall general merchandise store in southern Bình Dương Province. - Photo baophapluat.vn

[4] nikkei.com

[5] japantimes.co.jp

Aeon's ambitious plans involve increasing their General Merchandise Stores and Super Supermarkets from 12 to around 100 by 2030, and expanding their food supermarkets to approximately 200 locations, venturing into various retail segments such as finance, cosmetics, clothing, and food.
Sumitomo, in partnership with Vietnam's BRG Group, aims at expanding the Fuji Mart chain from 20 stores to 50 by 2028, focusing on fresh produce and bakery items to cater to the local market's preferences, setting itself apart from competitors.
The retail industry in Vietnam, driven by a growing population and middle class, offers a lucrative opportunity for business expansion, with formal retail chains like Aeon and Sumitomo poised to penetrate the market, transforming the currently informal retail sector.