At the Retail Asia 2024 conference, Vietnam was recognized as one of Southeast Asia’s most promising retail markets, driven by three key factors: a young population, rising incomes, and rapid urbanization. According to a CBRE study, over 60% of urban consumers in Southeast Asia now prioritize integrated shopping malls that offer diverse amenities, serving not only as shopping destinations but also as hubs for dining, entertainment, and community engagement.
Integrated Malls: Optimizing Consumer Experiences
A 2023 Nielsen report revealed that 79% of consumers aged 20–35 expect malls to provide more than just shopping, seeking integrated community spaces. Additionally, 72% are willing to pay a premium for malls that offer a clean, green environment, along with rest areas, co-working spaces, and safe play zones for children.
According to Nakagawa Tetsuyuki, General Director of AEONMALL Vietnam, the company’s seven malls in major cities like Hanoi, Ho Chi Minh City, Hai Phong, and Hue have significantly transformed urban landscapes and enhanced local amenities. In 2024 alone, these malls welcomed over 80 million visitors.
Notably, the Japanese developer is accelerating its expansion with several upcoming projects, including AEON MALL Thanh Hoa (December 2024), AEON MALL Ha Long (February 2025), and AEON MALL Da Nang Thanh Khe. In late April 2025, the company secured investment approval for AEON MALL Can Tho, marking its entry into the Mekong Delta after successfully establishing a presence in the North, Central, and Southern regions.
AEONMALL Vietnam received investment approval for AEON MALL Can Tho in late April 2025
“Since entering Vietnam, we are proud that AEON MALL has become an integral part of local infrastructure. Throughout our journey, AEON MALL has actively contributed to the socio-economic development of Vietnam,” shared Nakagawa Tetsuyuki.
“Soft Infrastructure” in the New Urban Landscape
AEONMALL Vietnam has redefined urban spaces, creating inclusive environments where families, seniors, students, and professionals can enjoy convenience, entertainment, and connection. This inclusivity has made AEON MALL a daily staple for communities across Vietnam.
AEON MALL has become a daily destination for Vietnamese consumers nationwide
Vietnam’s retail market is witnessing strong demand for large-scale projects, particularly those exceeding 100,000 m². According to Tu Thi Hong An, Senior Director of Commercial Leasing Services at Savills Vietnam, Ho Chi Minh City and Hanoi collectively offer approximately 1.5 million m² of leasable retail space, consistently maintaining over 90% occupancy rates for years.
While domestic developers leverage their deep market insights and land resources, international giants like AEON MALL bring structured investment strategies and global brand credibility. This combination ensures their sustained success in Vietnam’s competitive retail landscape.
Bách Hóa Xanh Accelerates Store Openings in August Following “Northern Expansion” Announcement
Since the beginning of the year, Bach Hoa Xanh has expanded its retail network by opening 463 new stores, with over 50% strategically located in the Central region.
When Will the 13-Hectare Premier Shopping Mall Near Hanoi Open Its Doors?
This transformative project is poised to attract up to 10 million visitors and shoppers annually, while simultaneously generating steady employment opportunities for approximately 2,500 individuals.
“Transforming Rural Retail: WinCommerce’s Double-Digit Growth Strategy”
The Vietnamese retail industry is undergoing a rapid evolution, with a significant shift from traditional (GT) to modern trade (MT) channels. This transformation is driven by consumers who prioritize convenient shopping experiences, quality products, and enhanced services. As consumers increasingly demand a seamless blend of physical and digital retail, the industry is responding with innovative solutions to meet their needs. This dynamic shift towards modern trade presents a pivotal opportunity for retailers to adapt and thrive in a rapidly changing market.
Bringing Urban Conveniences to Every Rural Road
The Vietnamese retail market is undergoing a significant transformation, with vast potential for modern trade channels, especially in rural areas. Despite the challenges of rapid expansion and cost pressures, WinCommerce has demonstrated its resilience with impressive results in the second quarter. The company has consistently delivered profits for four consecutive quarters, solidifying its leading position in terms of sales outlets.
“VPBank Secures a Monumental $350 Million Agreement for Sustainable Growth.”
“VPBank joins forces with renowned global development institutions, SMBC, BII, EFA, FinDev Canada, and JICA, in a groundbreaking partnership. Together, they have secured a landmark loan, a pivotal step towards financing Vietnam’s sustainable and eco-friendly future. This collaboration marks a significant milestone in the country’s journey towards a greener tomorrow.”
