AEON allocates 60% total Southeast Asia investment capital to Vietnam

To realize this accelerated growth objective, AEON will focus on implementing three core, cross-cutting strategies in Vietnam, including: Accelerating expansion with multi-format stores; Promoting Product & Supply Chain development; and Co-creating the "AEON Ecosystem". Through these pillars, the Group aims for a robust transition from mere physical scale expansion to establishing new standards for lifestyle and modern retail infrastructure in Vietnam.

AEON Group will focus investment on the Vietnamese market in 2026-2030.

Over the 15-year journey since the official establishment of its first company in Vietnam, AEON Group has built a comprehensive ecosystem of 11 subsidiary companies, recording a total revenue of over 100 billion Yen (equivalent to approximately 700 million USD) by the end of 2025, marking a 2.5-fold increase compared to 2020.

AEON's business operations in Vietnam are consistently aligned with its mission to provide safe, high-quality products at affordable prices, aiming to elevate the quality of life for customers and local communities.

To date, AEON's network has expanded to over 300 stores across numerous provinces and cities nationwide with diverse formats. These range from operating large-scale shopping malls to various retail formats—from large to small—such as General Merchandise Stores and Supermarkets, compact supermarkets, and specialty stores. 

Furthermore, it has developed the Ministop convenience store chain, the Tsuruha drugstore chain, alongside a cinema system and amusement parks. 

Additionally, the Group operates in the financial services and e-commerce sectors. This comprehensive value chain enables AEON to progressively cover and wholly serve every aspect of consumers' daily lives. The network is not solely concentrated in the central areas of the two major cities but has also spread strongly to neighboring suburban areas and provinces nationwide, attracting a membership base of over 3.8 million people.

"Right from the first days of entering Vietnam, AEON has always believed in the immense potential of this market and positioned it as an extremely important region. We plan to prioritize allocating about 60% of the entire ASEAN region's investment budget to the Vietnamese market," shared Mr. Tezuka Daisuke - Executive officer, Chief Vietnam Business officer of AEON (Japan), General Director of AEON Vietnam.

Mr. Tezuka Daisuke - Executive officer, Chief Vietnam Business officer of AEON (Japan), General Director of AEON Vietnam

Observing the short-term market landscape, AEON notes distinct shifts in consumer behavior, as customers tend to be more prudent in their spending and prioritize essential goods due to economic pressures and inflation. 

Understanding this, since April 2026, AEON Vietnam has proactively rolled out the "Companion Price Reduction - Peace of Mind in Saving" program across numerous essential product categories. 

This initiative aims to help customers optimize their living expenses while easily accessing quality products at reasonable prices, thereby sharing the financial burden and accompanying customers in stabilizing their spending and maintaining their quality of life.

AEON's supporting program has helped alleviate the financial burden on consumers during a time of high inflation

From a long-term perspective, AEON places great confidence in the development prospects of the Vietnamese market, driven by a series of positive macroeconomic indicators and the robust growth of the middle class. 

Given that modern retail only accounts for about 15% of the total market—significantly lower than many regional peers—and personal consumption currently contributes up to 53% of Vietnam's GDP, AEON assesses the growth room for the modern retail sector as exceptionally large, opening up opportunities for businesses to better serve the needs of people.