From June 19 to 22, 2025, the Vietnam Trade Week in Japan officially took place with the theme “Experience the Beauty of Vietnam through the Five Senses – Cuisine, Culture, and Tourism.” This annual event is organized by the Ministry of Industry and Trade in collaboration with the Hanoi People’s Committee and AEON Group to promote the consumption of Vietnamese products through the international distribution system.
This year, the event was simultaneously held at AEON stores in Hong Kong (China), Malaysia, and Cambodia, marking a new step in AEON’s strategy to elevate Vietnamese products in the Asian region.
The opening ceremony was attended by representatives from Vietnam’s Ministry of Industry and Trade, the Vietnamese Embassy in Japan, the Hanoi Department of Industry and Trade, and AEON’s management. Deputy Minister of Industry and Trade, Phan Thi Thang, shared that the expanded scale of the event reflects the competitive advantage of Vietnamese products and AEON’s commitment to supporting their global reach.
Vietnamese Ambassador to Japan, Pham Quang Hieu, affirmed his continuous support for the efforts of authorities and businesses to bring Vietnamese products closer to Japanese consumers and international markets.
According to the Ministry of Industry and Trade, sales of Vietnamese products during the Vietnam Trade Week in Japan in 2024 grew by 111.4% compared to the previous year. Building on this positive result, AEON Japan continues to introduce a diverse range of key product groups this year, including dried foods, fresh agricultural products (lychees, longans, dragon fruits, coconuts, and bananas), processed foods, household goods, handicrafts, and fashion items.
Notably, 2025 marks the first time that fresh flowers from Vietnam are exported to Japan under the AEON TOPVALU private brand. The flower bouquets, including lilies, peonies, and roses grown in Dalat, are now available in 200 AEON stores and are expected to expand to 300 stores by September, targeting 1,000 distribution points by 2026.
Vietnamese lychees continue to be promoted at AEON Japan during Vietnam Trade Week 2025
As part of the event, a business matching conference was held between 15 Vietnamese enterprises and AEON’s purchasing department in Japan. This activity aims to enhance collaboration in producing private label products in Vietnam and boost exports to the Japanese market.
Alongside commercial activities, AEON centers offered cultural experiences such as ao dai (traditional long dress) photo zones, Vietnamese cuisine and coffee areas, traditional music performances, and non la (conical hat) decorations. These initiatives are expected to increase Vietnam’s presence not only through its products but also through its rich cultural image.
According to Mr. Furusawa Yasuyuki, Executive Director and General Manager of AEON Retail, this year’s Vietnam Trade Week was held at 383 AEON stores and supermarkets across Japan, with a larger scale than previous years in terms of the number of booths and product categories.
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