Japan’s AEON is making one of the clearest statements yet about where it believes the next generation of supermarket growth will come from. The retailer is targeting around 300 supermarkets in Vietnam, alongside 30 shopping malls, dramatically expanding a supermarket network that currently numbers around 60 stores.
The interesting part is not simply the number 300. It is where AEON is putting its money. The company plans to allocate around 60% of its Southeast Asian investment to Vietnam and is targeting operating revenue of more than ¥300 billion from the country under its medium-term plan through March 2031.
For the supermarket industry, this is a much bigger story than another international retailer opening stores. AEON is effectively betting that Vietnam can become one of the most important grocery markets in its Asian expansion strategy.
There is also a significant change in the type of competition developing. AEON will be competing with established domestic retailers as well as other international groups, including Central Retail. The Vietnamese consumer is therefore becoming increasingly important to global supermarket strategies.
ISN Magazine sees something else developing here: the supermarket expansion map is moving south and east. For years, Europe and North America dominated conversations about international grocery growth. Vietnam is now showing why Southeast Asia deserves a much bigger place in those discussions.
“The next supermarket race may not be about taking market share in mature Europe — it may be about who reaches the growing Asian consumer first.” — ISN Magazine
AEON’s target will not be achieved simply by adding stores. Location, local sourcing, pricing and understanding Vietnamese shopping habits will determine whether 300 becomes a powerful network or simply a large number on a corporate plan.
For competitors watching Vietnam, the message is already clear: AEON is no longer treating the country as a secondary market. It is becoming a strategic supermarket territory.
