Located in the MIDORI PARK SQUARE commercial area and spanning more than 2,800 m², the new store marks a further step in AEON’s long-term retail diversification strategy and its ambition to bring the "AEON standard" closer to everyday consumers.
The new SSM format is envisioned as a daily shopping hub for the growing urban community in Binh Duong. While AEON Binh Duong Canary has long served as a weekend leisure and shopping destination, AEON Binh Duong Midori Park is designed to cater to frequent, convenience-driven purchases—reflecting AEON’s effort to align each store model with the consumption patterns of its surrounding community.
Mr. Tezuka Daisuke, Executive Officer, Chief Vietnam Business Officer of AEON Group, General Director of AEON Vietnam delivered a speech at this morning’s Grand Opening Ceremony.
Vietnam remains one of AEON’s most strategic markets in Asia, alongside Japan. The country has consistently delivered the fastest growth for the group in the region, supported by a young population, rapid urbanization, and the expanding middle class.
Modern retail channels currently make up only around 12–15% of Vietnam’s retail market, leaving substantial room for development. In 2024, AEON Vietnam recorded revenue reaching 120% compared to the previous year, driven by accelerated network expansion and diversification of retail formats.
The super supermarket at AEON Binh Duong Midori Park offers a wide variety of products.
The SSM model, first introduced in Hanoi in 2022, plays a central role in AEON’s roadmap to triple its business scale in Vietnam by 2030. The launch of AEON Binh Duong Midori Park reinforces this strategy by creating a compact yet comprehensive retail space tailored to new urban areas. According to Tezuka Daisuke, Executive Officer and General Director of AEON Vietnam, the opening demonstrates the group’s commitment to expanding brand coverage nationwide and elevating the everyday shopping experience with modern formats.
Inside the store, the layout is organized into two main areas: a more than 1,500-m² SSM section offering essential goods, and a nearly 500-m² Delica dining zone. AEON positions the store around three core values—convenience, product quality, and sustainability. Shoppers benefit from streamlined floor plans, cashless payment options, and professional services aimed at reducing time spent on daily errands. The product portfolio emphasizes fresh, clearly sourced goods, including ready-to-cook items, organic vegetables, and imported fruits. Sustainability features are integrated through eco-friendly packaging, organic selections, and initiatives that encourage green consumption.
The Delica area is expected to be a major draw for urban customers seeking quick and diverse meal solutions. With about 80 seats and an extensive self-service counter, the space offers Japanese staples such as sushi and bento, alongside Vietnamese and Korean dishes. AEON’s signature sushi—presented through a self-serve model—remains a highlight, while bakery products cater to contemporary preferences with flavors such as matcha and chocolate.
AEON Binh Duong Midori Park enhances the shopping experience, helping customers choose their meals easily and make quick payments.
Beyond food, the store provides a wide range of personal care, home care, and household products, including AEON’s private labels. TOPVALU supplies key food items such as salmon and eggs, while the HÓME CÓORDY brand offers minimalist, functional household goods.
To enhance operational efficiency and customer convenience, AEON Binh Duong Midori Park incorporates multiple technology solutions. These include AI-powered weighing scales, Face ID lockers, fully synchronized POS counters, Self-Ordering Kiosks, and Semi-Self Cashier systems. The upgrades aim to deliver a seamless, modern shopping experience aligned with evolving consumer expectations.
With the launch of AEON Binh Duong Midori Park, AEON continues to advance its strategy of building a comprehensive ecosystem in Vietnam—one that combines diverse retail formats, modern services, and a strong commitment to community-oriented, sustainable development.
